This document discusses key considerations for content management system (CMS) selection including product strategy, digital ecosystem, market strategy, technology, content production, marketing automation, costs, and implementation. It provides an overview of CMS selection best practices, including a four-step process of discovery, analysis, investigation, and selection. An example case study of a large consumer electronics company replacing their digital platform is also presented.

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CMS Selection
Select the best CMS for your business

2. 1
Trends
CMS Selection – Key Considerations
• Product Strategy
• Digital Ecosystem
• Market Strategy
• Technology
• Content production
• Marketing Automation
• Content Migration
• Costs
• Implementation
CMS Selection Best Practices Approach
Agenda

3. 22
Trends

4. 3
• Web Content Management –
The term needs a rethink
Not just about content
management!
Experience management
Multi-device, multi-channel
Marketing automation

5. 4
Three emerging trends
- All in one
- Best-of-breed
- Consolidation

6. 5
Marketing capabilities are now
available in small to mid
market CMSs
- Testing (A/B)
- Personalization
- Analytics

7. 6
• Many options
Thousands of CMS have
available in the market place

8. 7
CMS Selection
Key Considerations

9. 8
CMS Selection –
PRODUCT STRATEGY
AND ROADMAP

10. 9
Don’t get feature happy
 Understand Product Strategy First
Does Roadmap align with your needs
 How often is the product revised?
Target Audience
 Development focused or usability focused?
SAS or Standalone
 Pros and Cons of SAS?
Product Strategy and Roadmap

11. 1010
DIGITAL ECOSYSTEM

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…there is more that
meets the eye once you
get started.

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Digital
Asset
Management
CRM
Search
Mobile
Devices
eCommerce
Marketing
Automation
Web Content
Management
Systems
Product
Information
Management
Social
Networks
Communities
…your CMS platform is an
ecosystem of solutions…

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…that leads you to
look at a basket of
platform options.

15. 14
Rarely a single technology
addresses the entire spectrum of
visitor engagement expectations
Value is delivered more quickly
with a pre-integrated ecosystem
of complementary platforms
Contemporary interfaces enable
platforms to communicate
seamlessly to provide complete
engagement solution
Understanding the Ecosystem
Value is delivered from an integrated CMS Ecosystem more
effectively than from siloed platforms working independently
CMS
Digital Asset
Management
(DAM)
Marketing
Automation
Community
Search
Customer
Relationship
Management
(CRM)
Mobile

16. 1515
MARKET STRATEGY

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 Enterprise? Mid Market?
 Focus on Particular Industry, Business Scenarios
 Social Media Strategy
 All in one may not be the best
Market Strategy

18. 17
The Product will depend on your need
 Corporate Website
 Multi-channel publishing
 Ecommerce
 Intranet
 Internal marketing sites
 Multi sites
 Community

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TECHNOLOGY

20. 19
To go open source or not?
 Do you want to be a strong technology shop?
 Support
 Total cost of ownership
 Lot of features ready to go, and they just keep coming
 Roadmap concerns
 End user adoption
 Pick a product that will stay around, and won't go out of favour quickly
 Community
Technology
.Net, Java or Open Source?

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Technology
 Delivery Architecture
 Simple instance – renders in real time
 Separate instance – pushes content on to the web server
 Ability to Integrate and develop
 Integration with CRM, ecommerce, Social Media, etc
 Products with proprietary languages can be tricky
 Page Rendering
 Security
 Ease of Upgrade
 Performance Considerations
 WCM Architecture
 Integrated or isolated

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CONTENT
PRODUCTION

23. 22
Content Production
Content Production Content Management Content Delivery
Content Creation and Development
 Type of Content - audio, content, multimedia
User friendly editing features
 In-line vs In-context editor
 RIA driven
Workflow
 Flexibility is the key
Deployment
 Support for multistage deployment and publishing
 Centralized management at all stages of deployment

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Content Management
Content Production Content Management Content Delivery
Content Classification and taxonomy
Creation and management of templates
Page rendering
Rich Media Management, DAM
Access Control
Indexing
Archiving
Version Control

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Content Delivery
Content Production Content Management Content Delivery
Publication of dynamic content
 Multichannel and syndication
 Delivery model – RIA, 3rd party app server, portal & mobile
 Social computing
Internationalization
Analytics and testing tools
 WCM capabilities – AB, MV testing
 Integration with third party tools – Omniture, Web Trends

26. 2525
MARKETING
AUTOMATION

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WCM
Marketing
Automation
Personalization
Lead
Management
Automation
Web
Analytics
Marketing Automation and Analytics

28. 2727
CONTENT
MIGRATION

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 Banana skin of implementations
 Typically, an afterthought
 Have a well defined migration strategy
 Manual Vs. Automated – could have impact on
cost, effort and timeline
Content Migration

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COST OF
LAUNCHING A SITE

31. 30
Not only licensing cost… consider the total cost of ownership
 Licensing: CPU, Server, year on year
 Design
 Build
 Hardware
 Training
 Maintenance and Support
Cost of Launching a Site

32. 3131
IMPLEMENTATION

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Implementation approach options
 In-house
 WCM Vendor PS
 Partner
Implementation Considerations

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CMS Selection Best
Practice Approach

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Not a technology project
Marketing should be a key decision maker in the initiative
Drive stakeholder participation
Drive hard to get internal sign-off of requirements
Consultants can bring value
 Broad expertise
 Strong understanding of products and gaps
 Beyond theory
Set up a team that will win
Involving a broad stakeholder team lays the foundation for later
success; Marketing should lead the effort with goals in mind

36. 35
We follow a 4-step process
 Discovery: Understand the vision and objectives for the project
 Analysis: Capture and prioritize requirements
 Investigation: Identify vendors with align with requirements
 Selection: Prove vendor recommendations to a final selection
Holistic approach to incorporating stakeholder input
 Designed to incorporate and balance key corporate objectives
 Engage all stakeholders equally, while prioritizing requirements
 Enable open discussions of requirements with software aspects
Proven process
Use a proven process to make sure the proper approach and
techniques are used to make best-fit platform decisions

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Selection Process
Stakeholders are involved along the entire process, providing
confirmation that enables confidence in the next step

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Discovery
Stakeholder interviews capture key objectives, challenges and
requirements, along with user stories, creating a foundation

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Analysis
The requirements are documented, refined and prioritized
before becoming the selection criteria to distinguish a CMS

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Investigation
The initial list of vendors are identified and filtered, while
preparing the tools to further filter vendors from the list

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Selection
The RFI, demonstrations and proof-of-concept applications
narrow the vendors to that align with key criteria

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Selection Funnel
Pre-defined gates in the process quickly reduce the number of
vendors to a relevant set that are left for the final evaluation

43. 42
Objective
 Replace aging digital platform supporting the corporate website and
partner portal
 Platform selection for CMS, analytics and search
Background
 Project duration: 12 weeks
 Number of stakeholders: 30+
 Number of departments: 6
 Number of countries: 5+
Case Study: Consumer Electronics
Large, international consumer electronics manufacturer was
looking to replace their decade-old digital platform

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Group education and elicitation
 Kick-off, Best-practices review and team elicitation session
 1-2 hour long sessions that were performed in person and on the
phone with groups
Individual discussions
 1-2 hours with key stakeholders—particularly department
management
Special attention
 The EMEA and APAC regions
Case Study: Research overview
Key requirements stakeholder groups: IT, Marketing, Product
management, Customer support, EMEA and APAC

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Must have characteristics: Formed the basis and direction for the
vendor selection process
 Proven longevity—Gartner and Forrester vetted participants
 Multi-language support—clear support of regional stakeholders
 Open architecture—clear path for integration with systems
RFI responses: Revealed commonality and differences
 RFIs—for Web CMS,
Vendor demonstrations: Provided insight into product subtleties
and the potential vendor relationship
Selection of product
Case Study: Key decision points
Key decision points: Must-have characteristics, requirements-
driven RFI responses and vendor demonstrations

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Key take aways
- Focus on value not features - focus on roadmap and
fit rather than only features
- More than just product – Consider the digital eco-
system and what features will be necessary
- Marketing should lead the project; do not consider
this to only be an IT project
- Have a solid process that drives success
Conclusion

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