Webinar Technology Rocks Your Digital Experience Delivery Strategy! Are You Ready? Mark Grannan, Analyst Ted Schadler, Vice President, Principal Analyst November 24, Call in at 10:55 a.m. Eastern time

© 2014 Forrester Research, Inc. Reproduction Prohibited2 Agenda › Every company needs to deliver great digital experiences despite technical and organizational barriers. › Vendors are knitting together a new digital experience delivery platform to address the technical barriers. › Which vendors offer what capabilities in this early market? › What have early adopters learned?

© 2014 Forrester Research, Inc. Reproduction Prohibited3 75% of global business and technology decision-makers assert that improving customers’ experience is a critical or high business priority. Source: Forrester’s Business Technographics ® Global Priorities And Journey Survey, 2014

© 2014 Forrester Research, Inc. Reproduction Prohibited4 Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For Customer-Obsessed Enterprises” Forrester report And that means on every step of a customer’s journey

© 2014 Forrester Research, Inc. Reproduction Prohibited5 Leaders pulled ahead by 20% in 2013 alone. High-scoring customer experience companies outperform their peers

© 2014 Forrester Research, Inc. Reproduction Prohibited6 Source: October 14, 2014, “Sizing The US CIO’s Business Technology Agenda” Forrester report Forecast New US business technology spending will outpace new IT spending

© 2014 Forrester Research, Inc. Reproduction Prohibited7 93% › Believe that digital technologies will disrupt their business over the next 12 months. 74% › Claim the company has a “digital” strategy. 33% › Think it’s the right “digital” strategy. 15% › Believe they have the right people and skills to execute the strategy. Executives’ digital dysfunction Source: Forrester/Russell Reynolds 2014 Digital Business Online Survey

© 2014 Forrester Research, Inc. Reproduction Prohibited8 › Marketing, IT, and business fight over the budget and responsibilities. › Systems of record and customer data remain out of reach. › Skills, integration, and a strategy bigger than a project stymie efforts. Barriers loom to prevent great digital experiences

© 2014 Forrester Research, Inc. Reproduction Prohibited9 Hope springs eternal as vendors and stakeholders identify the need for digital experience delivery platforms Software to manage, deliver, and optimize experiences consistently across every digital touchpoint

© 2014 Forrester Research, Inc. Reproduction Prohibited10 Agenda › Every company needs to deliver great digital experiences despite technical and organizational barriers. › Vendors are knitting together a new digital experience delivery platform to address the technical barriers. › Which vendors offer what capabilities in this early market? › What have early adopters learned?

Technology silos get in the way of great digital experiences across channels. Discover Ask Use Buy Explore Engage

© 2014 Forrester Research, Inc. Reproduction Prohibited12 › Merchandising: Product marketing Comparison/shopping tools Ratings and reviews › Commerce and order management: Checkout workflow Payment processing Order fulfillment › Optimization: Product recommendation/upsell Testing/optimization Analytics/customer data gathering › Customer support: Forums/self-help Web forms Web chat › Interaction: Social (e.g., Facebook) Social depth Customer surveys Platforms are expanding in scope › Lead generation: Content marketing campaigns Social marketing

Vendors are on an acquisition spree...

© 2014 Forrester Research, Inc. Reproduction Prohibited October 24, 2012 “Adobe Marketing Cloud” April 30, 2014 “Sitecore Experience Platform” June 20, 2013 “eBay Enterprise” April 9, 2014 “OpenText Experience Suite” January 27, 2014 “SDL Customer Experience Cloud” November 20, 2013 “Salesforce ExactTarget Marketing Cloud” May 13, 2014 “IBM ExperienceOne” June 12, 2014 “Autonomy Marketing Cloud ” April 30, 2014 “Oracle Marketing Cloud”... and rebranding/repackaging

© 2014 Forrester Research, Inc. Reproduction Prohibited16 Digital experience delivery is grounded in contextual content and delivery

© 2014 Forrester Research, Inc. Reproduction Prohibited17 Agenda › Every company needs to deliver great digital experiences despite technical and organizational barriers. › Vendors are knitting together a new digital experience delivery platform to address the technical barriers. › Which vendors offer what capabilities in this early market? › What have early adopters learned?

© 2014 Forrester Research, Inc. Reproduction Prohibited18 Marketing Qubit salesforce.com (... ) Commerce Demandware Digital River eBay Enterprise hybris IBM* Intershop Oracle* Content Acquia Adobe Bridgeline Digital Ektron EPiServer HP Autonomy OpenText SDL Sitecore Telerik versus Three versus agency PaaS Two primary camps compete *Also sell platforms within the “content” and “marketing” categories

© 2014 Forrester Research, Inc. Reproduction Prohibited19 Download and use our Forrester Wave™ Excel tool to customize based on your needs and priorities. ! Evaluating the market Source: July 22, 2014, “The Forrester Wave™: Digital Experience Delivery Platforms, Q3 2014” Forrester report

© 2014 Forrester Research, Inc. Reproduction Prohibited platform predictions › Platforms that don’t expose integration points lose momentum in › No CRM access? No Hadoop access? No cross-channel credibility. › Site search reemerges as “personalized search” built on open source. Source: November 7, 2014, “Predictions 2015: Digital Experience Delivery Platforms Become Flexible Or Lose Momentum”

© 2014 Forrester Research, Inc. Reproduction Prohibited21 Agenda › Every company needs to deliver great digital experiences despite technical and organizational barriers. › Vendors are knitting together a new digital experience delivery platform to address the technical barriers. › Which vendors offer what capabilities in this early market? › What have early adopters learned?

© 2014 Forrester Research, Inc. Reproduction Prohibited22 Integrated components should make work easier for all users. Standardizing UI is important to users, but vendors aren’t there yet. “The platform should work across the lowest common denominator.” “Our end goal is a common user interface for everything end-to- end. Currently, we only have that for the first third of the journey.” Simplify practitioners’ work days

© 2014 Forrester Research, Inc. Reproduction Prohibited23 Implementing tools designed for platform use is not easy. Users want to build platforms even if it’s difficult or expensive. “The platform can be a really powerful tool — if you set it up right. You have to know what you’re doing to get this up and running.” “The vendor sells a lot of functionality out of the box, but it still demands a lot of effort to build, and that effort is very expensive.” Invest in the configuration architecture

© 2014 Forrester Research, Inc. Reproduction Prohibited24 Many companies prioritize potential growth over established solutions. Vendors know their technology needs and aren’t afraid to improvise. “A flexible platform with access to source code was ultimately better than an established web content management system.” “We have our commerce backbone, but we may adopt a separate WCM solution instead to own the experience layer as we try to unify the in- store and online experiences.” Find extensible solutions for growth

© 2014 Forrester Research, Inc. Reproduction Prohibited25 Vendors don’t make it easy for companies to navigate complex pricing schemes. Some vendors are taking steps to ensure client satisfaction. “The vendor doesn’t want to put a price on anything. They only want to talk about value exchanges, and it drives you nuts.” “One reason we consider the platform a success is the resources provided — we have access to a technical manager for two hours a week!” Assess product, service, and hidden costs

© 2014 Forrester Research, Inc. Reproduction Prohibited26 It’s early days for DXD platforms 1.Vendors are on a buying spree. 2.Integration, practitioner experience, cloud delivery, and true mobile support are in progress. 3.Rising customer expectations and the disruption caused by mobile will trigger the changes. 4.This is going to take some time, but the end game is becoming clear: an architecture and culture for experience delivery. 5.It’s time to lay the foundations and change the work process to be agile, architectural, and outside-in.

© 2014 Forrester Research, Inc. Reproduction Prohibited27 Steps you can take today › Use customer journey maps to build bridges in goals and process across technology, marketing, and business. › Inventory your chaos, then prioritize your integration. › Pick an anchor tenant or two for contextual delivery and customer data analysis. › Find the right balance between best-of-breed and integrated portfolio — and expect it to always change.

Thank you Mark Grannan Ted Schadler