Package Selection Process          for WCXM Solutions:          Mantras for Success          By: Amit Xerxes, Expert Platf...
Package Selection Process for WCXM Solutions:                idea engineeRS                  Mantras for Success    Packag...
DEFINING A WCXM SOLUTION     Let’s start by defining a WCXM solution.     A WCXM solution enables a strong multi-channel c...
Package Selection Process for WCXM Solutions:                            idea engineeRS                         Mantras fo...
There can be some overlap, in that the same capability may be       Framework for an Effective WCXM Package Selectionsuppo...
Package Selection Process for WCXM Solutions:                                  idea engineeRS                         Mant...
Mantra #1: Choose the best fit for the customer                    vendor product for one or more categories, and a mandat...
Package Selection Process for WCXM Solutions:                           idea engineeRS                  Mantras for Succes...
Mantra #4: Focus on editorial process and authoring                Take this example: Mr. XYZ, a web editor in Switzerland...
Package Selection Process for WCXM Solutions:                            idea engineeRS                    Mantras for Suc...
Mantra #7: Get your hands dirty                                    •Total cost of ownership. The total cost of ownership f...
Package Selection Process for WCXM Solutions:                           IDEA ENGINEERS                        Mantras for ...
About The Author                                Amit Xerxes is an Expert Platform at SapientNitro, with a focus on Content...
Upcoming SlideShare
Loading in …5

Package Selection Process for WCXM Solutions: Mantras for Success


Published on

There is a new generation of Web Content Management (WCM) solutions, which industry analysts are referring to as Web Content and Experience Management (WCXM) systems.

Whitepaper by Amit Xerxes, Expert Platform

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Package Selection Process for WCXM Solutions: Mantras for Success

  1. 1. Package Selection Process for WCXM Solutions: Mantras for Success By: Amit Xerxes, Expert Platform, SapientNitro© Sapient Corporation 2013 1
  2. 2. Package Selection Process for WCXM Solutions: idea engineeRS Mantras for Success Package Selection Process for WCXM Solutions: Mantras for Success There is a new generation of Web Content Management (WCM) solutions, which industry analysts are referring to as Web Content and Experience Management (WCXM) systems. The goal of a WCXM solution is to enable the authoring and delivery of engaging customer experiences, across multiple channels with integrated personalization and targeting, analytics and optimization, and other key experience management capabilities. For an organization implementing a WCXM solution, success comes down to the choice of the technology itself, and whether the appropriate package (or packages) was chosen for the given business problem. Given the plethora of vendors and packages, the number of activities involved in a package selection, the breadth of research and exploration needed, and the number of stakeholders that need to be aligned, WCXM package selections can be a significant — yet altogether worthwhile — undertaking. The key though is to link the package selection process directly to the business objectives of the customer.2 © Sapient Corporation 2013
  3. 3. DEFINING A WCXM SOLUTION Let’s start by defining a WCXM solution. A WCXM solution enables a strong multi-channel customer experience, by combining traditional web content management capabilities around content authoring, publishing and delivery with a broader spectrum of customer experience management (CXM) capabilities (e.g., web content management, digital asset management, personalization, social media). The shift from traditional media to multi-channel digital marketing has further accelerated the deployment of WCXM solutions. Global digital marketers recognize the need to engage with their customers on an ongoing basis, deliver relevant and localized content, and reach their target audience wherever they are. WCXM solutions and packages have evolved in response to that need. WeB Content and eXPeRienCe ManageMent MULti-CHanneL eXPeRienCe deLiVeRY CONTENT MANAGEMENT WEB CONTENT DELIVERY DIGITAL ASSET MANAGEMENT RICH MEDIA DELIVERY PRESENTATION AND SITE MANAGEMENT MULTI-CHANNEL DELIVERY CONTENT INTEGRATION CONTENT SYNDICATION APPLICATION INTEGRATION digitaL MaRKeting digitaL CoMMeRCe SUPPoRting CaPaBiLitieS CaPaBiLitieS CaPaBiLitieS Analytic & Web Optimization Product Content Management Search Consumer Data Management Product Merchandising Personalization & Targeting Multi-Channel Marketing Multi Channel Advertising Social Media and UGC Figure 1. Building blocks of a WCXM solution© Sapient Corporation 2013 3
  4. 4. Package Selection Process for WCXM Solutions: idea engineeRS Mantras for SuccessThis high-level view showcases a number of different WCXM THE VENDOR CATEGORIES THAT TYPICALLYcapabilities. While fundamental capabilities like content SUPPORT A WCXM SOLUTION ARE:management and web content delivery are still relevant, • Web Content Management (WCM) (e.g., Adobethey are combined with other capabilities like digital asset CQ5,SDL Tridion)management, multi-channel delivery, and a broader • Digital Asset Management (DAM) (e.g., Adobe,ecosystem of content and applications. Autonomy, OpenText) • Social Media (e.g., Adobe, Jive, SDL)The two most common use cases for WCXM solutions include • Search Engine (e.g., Oracle Endeca,digital marketing solutions for global brands and marketers, Autonomy,Google)and digital commerce solutions for online product retailers. In • Analytics and Optimization (e.g., Adobe Analyticsboth cases, the solution will need to support a wide breadth and Target, IBM Unica and Coremetrics)of capabilities, much beyond what a traditional WCM systemwould provide. It is somewhat unlikely that a single package will provide all the capabilities needed for a completeMapping WCXM Solutions to Vendor Packages WCXM solution and each WCXM solution may or mayThe next step is to map the building blocks of a WCXM not have an explicit need for every package category,solution to the package vendor landscape. It is important to Also, some vendors will have a suite of products thatrecognize that this vendor landscape and marketplace is highly span across multiple categories (e.g., Adobe) whilefragmented, and there are a number of different players out some will have a specialized offering for one specificthere, which makes package selection challenging. category (e.g., Jive). The right “package configuration” for a solution is a function of the business requirements for a particular WCXM solution. Web Content Management (WCM) Package web content OPTION 1 Digital Asset Management (DAM) Package Images Video Cloud/ Video Hosted Solution video OPTION 2 Web Content Management (WCM) Package Web Content Images and Videos Figure 2. Different WCXM package configurations4 © Sapient Corporation 2013
  5. 5. There can be some overlap, in that the same capability may be Framework for an Effective WCXM Package Selectionsupported by packages across different categories. Also, the A traditional WCXM package selection process typicallylevel of support for a particular capability may differ across recognizes two phases in selecting a WCXM package. In thecategories. And, even though it’s possible to pick and choose first phase, the goal is to apply industry knowledge, analysta product across each category, it’s important to figure out knowledge, and prior experience against the customer’s keyhow the products will be integrated together. This can be even business requirements to rapidly narrow down a “long list”more cumbersome if the chosen products are from different into a “short list.” In the second phase, the goal is to execute avendors. more detailed evaluation, including going through vendor RFPs and demos, to help make a final recommendation.Given all of the above, it is critical for any WCXM packageselection team to define their business needs and However, this process has some flaws. The traditional packagerequirements upfront, and map those to a proposed “package evaluation scorecard and other artifacts used in this processconfiguration.” It’s also important to recognize that this are not necessarily aligned to the customer’s key businessmapping may evolve over time, as needs and requirements needs. And package vendors respond to RFPs with standardmature. product documentation and product marketing collateral and demonstrate their products using pre-configured demos. Essentially, the “best demonstrator” wins. Scoring the various packages against the same standard features and functions can sometimes lack the clarity to make a recommendation. PRODUCT A PRODUCT B PRODUCT C PRODUCT D PRODUCT E CMS USABILITY (FRIENDLY INTERFACE AND INTEGRATED WORKSPACE FOR CONTENT MGMT) CMS USABILITY (CLEAR SEPARATION OF CONTENT AND PRESENTATION) TEMPLATE, PAGE LAYOUT AND SITE NAVIGATION MANAGEMENT EXTENSIVE SEARCH & REPORTING CAPABILITY TAXONOMY AND METADATA MANAGEMENT MULTI-TENANT/-SITE CAPABILITY (CONTENT SHARING AND LOCALIZATION) MULTI-LANGUAGE SUPPORT (ESPECIALLY DOUBLE LANGUAGES) MULTI-CHANNEL/CAPABILITY (CONTENT PROVISIONING TO MOBILE, KIOSK, ETC.) Figure 3. A conventional package evaluation, feature-driven, scorecard© Sapient Corporation 2013 5
  6. 6. Package Selection Process for WCXM Solutions: idea engineeRS Mantras for Success PHASE - 1 PHASE - 2 PHASE -3 BUSINESS PROBLEM DEFINITION RAPID ASSESSMENT AND SCENARIO-BASED EVALUATION INITIAL RECOMMENDATION Key Objectives Key Objectives Key Objectives - Define “business scenarios” to inform - Define the customer’s business problem - Rapidly evaluate the package technology detailed package evaluation - Understand the primary need for a landscape against the customer key - Execute a detailed evaluation of the WCXM solution business needs /use cases short listed packages against the defined - Gain consensus on the desired high - Arrive at a shortlist of relevant packages business scenarios level solution that need further detailed evaluation - Arrive at a final recommendation of the Activities: Activities: “best fit” package - Stakeholder interviews to capture pain - Map the customer use cases to desired Activities: points with current solution package features and functionalities - Define business scenarios that reflect - Workshops to hash out and elaborate - Define and review key evaluation criteria how the WCXM solution will be used critical business requirements based on the critical use cases - Ensure coverage of critical requirements - Workshops to define/agree on the high - Define a “long list” of potential packages and key use cases in the scenarios level conceptual technology solution stack across different categories - Review and agree on the business scenarios across package categories - Conduct a rapid assessment and score each with all stakeholders package across the evaluation criteria based - Facilitate “customized” vendor demos that Deliverables: on available intelligence - Definition of business problem and key are aligned with the business scenarios - Review the output of the rapid assessment - Facilitate internal deployments and proof of business requirements with stakeholders - Critical Business Needs/Use Cases for concepts for the short listed packages the WCXM solution Deliverables: - Use a collaborative scoring mechanism to - Direction on the high level conceptual - Evaluation criteria for rapid assessment score the packages technology solution stack - Long list of technologies/packages for rapid - Arrive at a final recommendation assessment Deliverables: - Completed evaluation scorecard as an output - Business scenarios that reflect the key from the assessment customer use cases for a WCXM solution - Recommendation on package shortlist for - Assessment of each shortlisted package further evaluation against the business scenarios - Recommendation of the best fit packageFigure 4. Roadmap and recommended approach The process outlined above is largely self-explanatory, but Finally, it is useful to convert this view into a solution roadmap, there are a few key things that are worth clarifying. First, as highlighting how the solution will be incrementally built mentioned earlier, a WCXM solution may cut across multiple and rolled out over time. Given the need to justify return on product categories, and hence it is important to translate the investment (ROI), and given the time-to-market driver for business need for a WCXM solution to the specific capabilities most WCXM solutions, it is likely that each capability and that are needed. corresponding package category will be introduced into the platform in an incremental manner. Next, this view of the relevant product categories for a WCXM solution needs to be translated into a conceptual architecture Mantras for an Effective WCXM Package Selection view. The purpose of a conceptual architecture is to define, The primary purpose of a WCXM package selection is not without naming specific packages, the individual building to compare features and functions across different vendor blocks and the total set of unique packages that will be used, packages, but to analyze which package is the best fit for the what each building block is responsible for, and how they come specific business environment. While there is no silver bullet, together. It is important that the expectations of each product there is a set of mantras to guide you. and system within each package category are clearly defined. 6 © Sapient Corporation 2013
  7. 7. Mantra #1: Choose the best fit for the customer vendor product for one or more categories, and a mandateA WCXM package selection is not about choosing the fanciest to integrate with what already exists. This model has theproduct, but choosing the most appropriate product. To do potential to leverage the best product for each packagethis correctly, it is important to define the key business use category but integration may be more challenging.cases for the WCXM solution. It is also important to definebusiness drivers for a WCXM implementation, and link In both cases, the selection effort is not just for a particularthose to evaluation criteria for the package selection. As an product or package category but also for an entire platform.example, the business use case for a WCXM implementationcould be: Mantra #3: Focus on critical business requirements WCXM package selections tend to be more successful when focusing“Ability for online marketers to rapidly create new compositions on critical business needs instead of a comprehensive featurefor digital campaigns and manage their lifecycle from creation launch without any IT intervention, ensuring a rapid time-to-market for these campaigns.” It is important to recognize and appreciate that there are a number of standard capabilities that each WCXM solutionThis business use case can then be mapped to specific will require, and these will be common across all WCXMpackage features and functions that are relevant to the implementations. These will include capabilities aroundcustomer’s business needs (e.g., page layout management, creating and editing content, taking content throughcontent control, in-context page editing). workflow, and publishing content to a delivery system. On the other hand, each WCXM solution will have critical businessTesting the WCXM packages for their applicability within the needs that will define success criteria. These could rangecustomer’s business context is one of the key goals of running from how content is translated and localized to how content issuch a selection exercise, and having well-defined use cases personalized for different users.and mapping of product features to business drivers is a goodstarting point to get there. Most WCXM packages will have an out-of-the-box solution for standard capabilities, but the level of support that eachMantra #2: Evaluate for the complete solution WCXM package will have for more advanced and businessWCXM package selections don’t just evaluate WCM packages; critical needs is likely to differ across packages. Given that,they also evaluate DAM, search, social media, analytics, and it is important to separate standard features and functionsother products, to recommend a complete solution. Given the (commodities) from critical business needs (differentiators).breadth of capabilities in a full WCXM solution, it is possiblethat you may need to execute package selections across Within a given vendor segment, for example, there is a goodmultiple categories and identify the best fit per category. likelihood that the value of comparing commodities will be low and will not provide significant insight. Any significantA guiding factor is the preference for a pre-integrated single effort spent in building such a comprehensive evaluationvendor solution versus a custom integrated best-of-breed scorecard is going to be hard to justify, and a frustratingvendor solution. With the former, a large enterprise product effort at that. On the other hand, the ability to surface keyvendor that offers a suite of packages in one cohesive offering differentiators quickly will likely result in more meaningfuldelivers the complete solution. With the latter, the steer is insight to aid the selection process.towards identifying the best package and vendor per productcategory, and then evaluating the feasibility of integrating It is also important to use the right tool for evaluation sothem together. this process can be made more effective. When comparing commodities, the traditional detailed evaluation scorecardThe single vendor solution can help accelerate the overall can be replaced by a more visual artifact that quickly surfacespackage selection process, in that the focus is on evaluating key strengths and weaknesses of the various packages andproven product suites offered by vendors like Adobe and also highlights and separates the commodities from theOracle. The customer receives a pre-integrated suite and the differentiators.ability to rapidly assemble a full platform. The best-of-breedvendor solution is more applicable in scenarios where thecustomer already has an established enterprise solution, avendor product for one or more categories, and a mandate© Sapient Corporation 2013 7
  8. 8. Package Selection Process for WCXM Solutions: idea engineeRS Mantras for Success PACKAGE A Content Content Content Content tYPeS aUtHoRing/ContRiBUtion oRganiZation PReVieW Content Tagging Content VeRSioning aUditing & RePoRting and Metadata taXonoMY AND SEO PUBLiSHing & SCHedULed WoRKFLoWS UnPUBLiSHing PUBLiSHing & aRCHiVaL UnPUBLiSHing SeCURitY Content PeRSonaLiZation aUtHoRiZation tRanSLation/ Content eXPiRation & taRgeting & USeR ManageMent gLoBaLiZation CMS Content SeaRCH adMiniStRation PACKAGE B Content Content Content Content tYPeS aUtHoRing/ContRiBUtion oRganiZation PReVieW Content Tagging Content VeRSioning aUditing & RePoRting and Metadata taXonoMY AND SEO PUBLiSHing & SCHedULed WoRKFLoWS UnPUBLiSHing PUBLiSHing & aRCHiVaL UnPUBLiSHing SeCURitY Content PeRSonaLiZation aUtHoRiZation tRanSLation/ Content eXPiRation & taRgeting & USeR ManageMent gLoBaLiZation CMS Content SeaRCH adMiniStRation Figure 5. A more successful, visual “scorecard”8 © Sapient Corporation 2013
  9. 9. Mantra #4: Focus on editorial process and authoring Take this example: Mr. XYZ, a web editor in Switzerland knowsneeds there is new product information available for localization forContent editors and authors are key stakeholders in ensuring his website. Through the CMS, he accesses the new productthe successful adoption of the solution. A WCXM package information in English and translates the text into threeselection must consider their needs. languages for the Swiss market: German, French, and Italian. He creates his own additional page with more details that areThe editorial and authoring process can be significantly needed to sell the product locally. This can then be shown todifferent across WCXM solutions, and is largely a function editors in other markets with the same languages and areof who the editors and authors are, how they are organized, available as masters for their local versions of the content.and what their specific needs are. This also influences their This business scenario reveals a few things:preference for an interface and the degree of control theydesire. Consider these two scenarios: • The use case for multi-lingual content is heavily centered on localization driven by regional and local web editors, and less• Digital marketers within a CPG firm who prefer to work with on pure play automated translation.a WCXM user interface that gives them complete control overthe page template, layout, design, placement, and content •Localization happens at the market level and could includewithout IT intervention. multiple languages within a single market or geography.• Online editors within a news organization who prefer to • Editors are decentralized across markets and hence eachwork with a WCXM user interface that allows them to rapidly market may have its own local editors to localize content forcreate, classify, tag, approve, and publish content to all that market.channels using a standard set of pre-defined templates andlayouts. •Master/child relationships need to be set up in a multi-level hierarchy across all localized content.Here, there is a focus on control of the full-page compositionin the former scenario versus a focus on rapid content This insight can be extremely helpful. Package vendors canauthoring and publishing in the latter. The first scenario lends now get a more accurate brief of business needs, as opposeditself to a page-driven authoring process, whereas the second to a random list of product features. Hence, these businessone lends itself to a content-driven authoring process. This scenarios can be used to construct a much more meaningfuldifference has a significant bearing on how content authors vendor RFP document for package with the WCXM solution and what they expect of it— and must be factored into the WCXM package selection Business scenarios can be critical to guiding all activitiesprocess. executed as part of the detailed evaluation phase. They shape and inform vendor RFPs, product demonstrations, proof ofOther differences in the editorial process could span across concepts, assessment of the short-listed products, and thehow content is approved, how content is translated and final evaluation scorecard deliverable. While product featureslocalized in various languages, and how content is published can be a good starting point to get through an initial rapidto various delivery channels. assessment, to get to the real value, critical business needs have to be articulated as formal business scenarios, whichMantra #5: Use business scenarios to drive evaluation can then be used to shape evaluation activities thereafter.It is recommended that a set of business scenarios be definedto best articulate how the customer would use the WCXMsolution. The business scenario can capture a real-life usagemodel for how the content authors, end users, and variousother stakeholders would work with the solution. It can thenbe mapped to specific, desired features.© Sapient Corporation 2013 9
  10. 10. Package Selection Process for WCXM Solutions: idea engineeRS Mantras for SuccessMantra #6: Align vendor demos with business scenarios •Use the demo to further enrich the initial assessment andThe adage “actions speak louder than words” is applicable evaluation scorecard by asking stakeholders to provide ahere. Every WCXM package selection should be executed rating for each product after the demonstration.with enough time to allow for an orchestrated productdemonstration. And these demos must go beyond sales talk Vendor demo scripts created by package selection teams canto deliver real value by showcasing how the product would be made even more effective by directly aligning them withaddress specific business scenarios. the desired business process. The WCXM platform needs to be able to support this end-to-end process and integrate theWhen planning for such vendor demonstrations: work of each stakeholder. Hence, when executing a WCXM•Align all stakeholders around the purpose of these demos package selection, it is best to capture this business processand ensure they are committed. in a simple process flow diagram and share it with each short-listed vendor.•Create formal demo scripts for the short-listed vendorsand make them available well in advance of the actual A process flow diagram is a high-level representation of thedemo. Ensure these demo scripts are aligned to the defined business requirements, and can give the vendors insight tobusiness scenarios. understand how their product stack is likely to be utilized. This process flow can be used to further enhance the•Set explicit expectations with each vendor that they must vendor demo script, to provide guidance on which platformnot use a canned demo and instead must tailor their demo to capabilities will need to be leveraged, and to support specificalign with the given demo scripts and business scenarios. use cases. A vendor demo that is aligned with the defined business scenarios and desired business process is one of•Evaluate each product from multiple perspectives (e.g., the most effective methods of validating the fitment of thebusiness capabilities, editorial and authoring processes, scenarios, etc.). Figure 6. A Business Process Flow to support a WCXM package selection10 © Sapient Corporation 2013
  11. 11. Mantra #7: Get your hands dirty •Total cost of ownership. The total cost of ownership forThe final decision around a preferred WCXM package a WCXM solution is driven by a few key factors includingcan be made simpler by planning a pilot phase within the licensing costs of the chosen package, development andorganization. The intent of this pilot phase is two-fold: to implementation costs for the solution, and ongoing platformgain stakeholder consensus around the preferred package and application support costs.and to get early insight around exactly what it would take toimplement the package within the customer’s business and • Solution accelerators. Solution accelerators enabletechnical environment. acceleration of the WCXM solution implementation thus reducing time-to-market. A solution accelerator can manifestThe specific activities that can potentially be executed as part itself as a “site in a box,” a “development framework,” or aof this pilot phase could include a sandbox deployment of the “specific industry solution offering.”short-listed packages, hands-on time for the editorial andauthoring team, well defined Proof of Concepts (PoCs) and • Partner Ecosystem - As much as the success of a WCXMprototypes, and “bake-offs” between the products. implementation is dependent on the choice of the package itself, it is also a factor of the strength of the partnerEach of these activities will enable various stakeholders to ecosystem and the various service providers, systemwork with the short-listed packages and tools, ultimately integrators, and technology partners, that enable theempowering them with more information to make a better deployment, integration and customization of that package fordecision. Key executive sponsors and decision makers can a particular customer. It is hence also important to validatehave greater confidence in the decision, one that is guided the strength of this partner ecosystem around the shortlistedby insight gained through package trials within their own products/vendors.environment. • Product roadmap and vendor strategy. All major enterpriseDealing with “softer” evaluation criteria WCXM vendors should have a well-defined roadmap andIn addition to the focus on business scenarios and functional strategy around the direction for their product. It is importantuse cases, there are other “softer” evaluation criteria to validate alignment between this product roadmap/vendorthat need to be factored in to a WCXM package selection. strategy and the solution roadmap for the customer.Non-functional requirements, technical architectureconsiderations, commercial considerations, vendor and •Vendor sustainability. A WCXM package selection is not justproduct strategy and sustainability, and the strength of the about selecting a particular package; it is also a commitmentvendor partner ecosystem are all examples of such criteria to a partnership with the product vendor. It’s important tothat deserve some amount of focus. An evaluation scorecard assess the vendor’s current position in their marketplace,can actually be a useful tool for reviewing and assessing the their ability to maintain that position over time, their ability topackages along these dimensions. Some of these criteria improve and innovate the product offering, and their ability toinclude: expand their partner ecosystem.• IT and technical architecture guidelines. In large customer Industry Models and Best Practicesorganizations particularly, IT and enterprise architecture WCXM package selections have been discussed acrossfunctions or teams have well-defined guidelines around how various industry analysts. Many have shared their ownnew products or packages should be evaluated, selected, and models and best practices to execute this process. Bothintroduced into the current mix. Forrester Research and The Real Story Group have defined a methodology for package selection that can be applied WCXM• Non-functional requirements (NFRs). Package selection package selections.teams tend to overlook this aspect of the solution duringthe evaluation process. However, it is important to have areasonable view of the size and scale of the WCXM solution,in terms of performance, scalability, and high availability.© Sapient Corporation 2013 11
  12. 12. Package Selection Process for WCXM Solutions: IDEA ENGINEERS Mantras for SuccessForrester STEP model ConclusionForrester’s Scenario-based Technology Evaluation Process The success of a WCXM implementation is heavily dependent(STEP) model for package selection highlights the advantages on the choice of the package itself. It is crucial that packageof a scenario-based package selection process over selection teams thoroughly examine the customer’s businesstraditional vendor RFPs to drive the overall package selection need, key goals, requirements, and constraints, and payprocess. particular attention to how the customer intends to use the WCXM solution within their organization, and translate thatAccording to Forrester, these scenarios need to consider understanding to a set of solid business scenarios to guidekey business requirements, combined with any editorial, the package selection, and technical considerations. And scenariosshould be defined to cover the end-to-end use case. For It is my hope that you are one step closer to understandingexample, if the business goal of a WCXM solution is to the complexities of WCXM solutions and therefore better ablestreamline digital marketing initiatives across multiple to make the best decisions around package selection for yourchannels, the defined scenarios should specify the entire WCXM solution, and how best to execute this process for yourprocess of how digital marketers would author, create, and unique business needs.launch campaigns for multiple channels, how customerswould interact and engage with them across channels, andhow effectiveness would be measured.The Real Story GroupThe Real Story Group recommends a similar evaluationprocess for WCXM package selections; only in this case, theyhave precompiled a set of most common scenarios for theimplementation of WCXM solutions.According to them, the business drivers for a WCXM solutionare different for each solution and the scale and complexityof the solution can be different across implementations.Correspondingly, each WCXM package selection needsto consider the scenario that is most applicable for aparticular implementation and evaluate the fit of variouspackages against that scenario. Also, a large number ofWCXM implementations correspond to a set of commonscenarios, ranging from microsites to community sites tointeractive marketing sites to global marketing initiatives,and it is reasonable to categorize each WCXM solution ascorresponding to one of these common scenarios.The Real Story Group has also introduced supporting tools,including their own online “Custom Shortlist Builder” thatenables a customer to navigate through these scenarios tofind specific packages that best deliver.12 © Sapient Corporation 2013
  13. 13. About The Author Amit Xerxes is an Expert Platform at SapientNitro, with a focus on Content Management and Collaboration (C&C) and Web Content Management (WCM) technologies. Amit has been involved in conceptualizing, architecting, designing, and implementing C&C solutions at SapientNitro, across various WCM packages and technologies, over the last 12+ years he has spent here. In his current role, Amit supports organizational capability development at SapientNitro for C&C technologies, and mentors a team of C&C technology specialists across different WCM packages. Amit has also supported numerous WCXM package selection initiatives across various client projects, and in the process, has developed a broad understanding of the overall package selection process for WCXM solutions, and the strengths and weaknesses of various WCXM packages.Amit XerxesReferencesThe following research collateral and references from various industry analysts were consulted and used as input todevelop this whitepaper.1. Forrester Research – The Online Customer Engagement Software Ecosystem2. Forrester Research – Reinventing the Vendor Selection Process3. Forrester Research – Scenario-Based Technology Evaluation Process (STEP)4. Forrester WAVE Report for WCXM, Q3 20115. Real Story Group Vendor Map6. WCXM Marketplace Analysis from The Real Story Group7. Real Story Group CMS or WCXM Vendor Analysis8. Real Story Group Custom Shortlist Builder Tool9. Real Story Group Vendor Evaluation Report for WCXM Solutions10. Gartner Magic Quadrant for WCM© Sapient Corporation 2013 13