David Aponovich, Senior Analyst Webinar Web Content Management Systems And The New Digital Experience Mandate David Aponovich, Senior Analyst June 5, 2013. Call in at 12:55 p.m. Eastern time

Agenda Current state and trends for the web content management (WCM) market “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” methodology Evaluation results Recommendations

“Which technology tools has your organization prioritized for the next 24 months (2013 to 2014)?” (Select up to three) Base: 233 digital experience professionals; Source: March 2013 Global Digital Experience Delivery Online Survey

Content management plays role in CXM Source: February 12, 2013, “Choose Digital Experience Tools To Engage With Customers In A Cross-Channel World” Forrester report

Manage, engage, measure: DX ecosystem Source: February 12, 2013, “Choose Digital Experience Tools To Engage With Customers In A Cross-Channel World” Forrester report

Key theme: WCM drives digital experience Forrester defines digital customer experience (DX) as: The management and delivery of dynamic, targeted, and consistent content, offers, products, and service interactions across digitally enabled touchpoints.

Is WCM the “sexiest” software of 2013? WCM has evolved from basic, IT-centric tools . . . . . . to smart, flexible, and business-friendly systems at the core of firms’ digital customer experiences and online engagement strategies. Marketing, customer support, internal employee support Personalized delivery of content and experiences Tuned to the needs of digital experience professionals Delivers content and experiences to many channels (i.e., mobile) Global, multilingual, and multisite capabilities Integration with back-end business software to leverage data

Basic WCM doesn’t cut it WCM has evolved from “managing content” to “managing digital customer experiences” (DX). WCM is now the center of a web software ecosystem. Goal is to support multichannel, engaging experiences. WCM vendors all have evolved toward this. However, some offer more complete solutions than others.

Focus on playing nice with other systems WCM is an integration story (not a suite story). Forrester believes that WCM must be open and easy to integrate with related technology in the DX ecosystem. CRM, marketing automation, email, analytics, testing . . . Reality is enterprises own many pieces of technology. WCM should integrate with existing platforms.

Use WCM to get up close and personal Put the right content in front of visitors at the right time. Forrester calls this personalized, contextual content. Deliver content and experience to visitor segments, even individuals. WCMs are intelligent about CM and delivery thanks to: User profile and segmentation data. Rules-based content targeting. Demographic, historical, and situational targeting. WCM is the linchpin that unites disparate enterprise digital marketing and engagement tools.

2013 WCM Wave™ specifics

WCM Wave™ vendors and inclusion criteria Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report

Forrester WCM Wave™ background Five-month research project 10 vendors/solutions Specific criteria for inclusion Vendors answer 100+ questions 4-hour WCM demonstrations Multiple customer interviews The WCM Wave evaluation consists of the report and a detailed Excel capabilities document. Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report

. . . don’t overlook the WCM Wave™ Excel Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report

The Forrester Wave™ methodology Approximately 100 WCM criteria WCM vendor surveys Executive strategy briefings Product demos Customer reference interviews Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report

WCM market segments DX platforms provide broad and deep capabilities. Adobe (Day), IBM, Oracle (Fatwire), SDL Tridion Legacy vendors nurture installed base of customers. HP Autonomy (Interwoven), OpenText (Vignette), Microsoft SharePoint Focused WCM “specialists” bring innovation. Sitecore, Ektron, many others Enterprises considering open source software Drupal (Acquia is a leading service provider.)

WCM trends WCM is a priority for tech and marketing teams. Firms and their marketers/business pros view WCM through the lens of digital marketing and online engagement. WCM vendors have shifted from “content management” into “marketing enablement.” Focus on supporting firms’ need to create and manage great digital experiences (DX)

How the WCM vendors performed Q2 Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report

Forrester Wave™ for WCM criteria: current offering Experience management How does the product enable the management of experiences? Examples: content authoring, content integration, version comparison, rich media management, workflows Engagement How does the product support contextualized content delivery? Examples: content targeting, multichannel and mobile presentation, social and community controls Measurement How does the product support the measurement and optimization of experiences? Examples: web and social analytics, cross-channel insights, testing and optimization, SEO Product architecture How well does the product fit in IT environments? Examples: operating system, application servers, databases, standards support, developer tools

Forrester Wave™ for WCM criteria: strategy and market presence Product strategy What is the vendor’s technology differentiation strategy for WCM? Cost What is the cost of the product? Corporate strategy How strong are the vendor’s corporate strategy and vision? Market presence Installed base How large is the vendor’s customer base for this market? Revenue How strong are the company’s financials? Services How strong are the vendor’s implementation and training services? Global presence What is the vendor’s commitment to global customers and to regions?

Leaders: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013 Strengths Drawbacks Adobe “DX leadership with a sharp focus on marketers and business users” Deep, rich best-of-breed DX platform Strong DX strategy and vision Mobile delivery Appealing UI and tools for marketers Large, robust agency/SI network Limited eCommerce (integration with third party) Perception of high-priced license, costly deployments Platform not as broad as, i.e., IBM Multilingual user interfaces

Strong Performers: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013 Strengths Drawbacks SDL “Broad DX capabilities plus translation/localization strength” Strong multisite management via SDL’s BluePrinting Market-leading translation and localization with a global mindset Personalization Graphical interfaces Market momentum, few shortlists Far behind Adobe and Sitecore with agency/SI partnerships Full integration of SDL-owned solutions is lagging. Sitecore “Driving an all-in-one approach to WCM and DX management” Commitment to persuasive WCM Functionality breadth with its online marketing suite Unified UIs and workflows Strong and dedicated agency relationships Lagging with third-party integrations; wants to be “all-in-one” Certain DX capabilities not best-of-breed (e.g., analytics) Reliance on partner network for professional services (may turn off some enterprises)

Strong Performers: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013 (cont.) Strengths Drawbacks HP Autonomy “Search-based approaches to delivering online DX” Big legacy enterprise WCM usage Powerful search (Autonomy IDOL) Adaptive targeting, personalization Comparatively low market momentum On few shortlists Older installations at risk Limited mobile, multichannel tools Oracle “Compelling DX components but integration of acquired products is lagging” Proven WCM and new UI Decent enterprise record Presentation management, targeting, personalization Oracle CRM, eCommerce, search, portal, analytics Integrations between DX components are minimal. Oracle is good at selling software, not at DX enablement. Agency relationships OpenText “Broad enterprise information management approach with DX included” Solid enterprise capability and broad offerings Business user tools for authoring and DX Complementary campaign management tools Big install base Lagging with third-party integrations; wants to be “all-in-one” Certain DX capabilities not best-of-breed (e.g., analytics) Reliance on partner network for professional services (may turn off some enterprises)

Contenders: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013 Strengths Drawbacks IBM “Big platform investments position it for strong DX execution.” Broad portfolio of enterprise solutions Improved WCM, better UI Strong DX tools Appeal to marketers with Unica, eCommerce, Coremetrics Agency partnerships Incomplete integrations Many customers are still using WCM for informational sites and intranets. Microsoft (SharePoint) “DX laggard but content integration and search-based content management shows promise” Blends WCM, DM, RM, search, collaboration, portal, social, and mobile FAST search for contextual content delivery Robust integration with diverse content sources Still lags in DX and online marketing enablement Still used more for intranet/portal Track record for content publishing (informational, not engage) Analytics and measurement

Contenders: Forrester Wave™ WCM For Digital Customer Experience, Q2 2013 (cont.) Strengths Drawbacks Ektron “Solid WCM functionality with focus on DX integrations” Core WCM capabilities Focus on third-party DX product integration Pricing generally lower than peers Fewer enterprise-class implementations relative to larger competitors A rebuilding time for its agency partner ecosystem Its market momentum has slowed. Staff/exec turnover Acquia “Building a DX story using open source Drupal” Enterprise Drupal hosting, services Expertise and influence across the Drupal platform Riding Drupal’s momentum Start with Drupal (free and/or small); pull in Acquia as needs increase. Lower baseline WCM functionality Digital experience tools need work, e.g., targeting. UIs must improve for business users.

Recommendations Download the WCM Wave™ evaluation and the related Excel with detailed vendor criteria. Customize criteria weightings per your priorities. www.Forrester.com Schedule an inquiry with Forrester to ask questions. Engage with Forrester. For software buyers: consulting engagements for strategic WCM planning, vendor analysis and selection, and building the business case for WCM and DX investments For WCM vendors: advisory days to dive into Wave findings and discuss market trends, go-to-market strategy, and competitive analysis

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Recommended reading Source DX technology from six main categories: Content management. Marketing automation. Commerce platforms. Customer service interaction mgmt. Analytics, testing, and optimization. Search. This report: bit.ly/UewkhQ

David Aponovich daponovich@forrester.com Twitter: @daponovich