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

2. 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

3. “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

4. 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

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

6. 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.

7. 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

8. 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.

9. 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, , analytics, testing . . .
Reality is enterprises own many pieces of technology. WCM should integrate with existing platforms.

10. 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.

11. 2013 WCM Wave™ specifics

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

13. 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

14. . . . 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

15. 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

16. 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.)

17. 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)

18. How the WCM vendors performedQ2
Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 2013” Forrester report

19. 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

20. 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?

21. 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

22. 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)

23. 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)

24. 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

25. 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.

26. Recommendations
Download the WCM Wave™ evaluation and the related Excel with detailed vendor criteria. Customize criteria weightings per your priorities.
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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28. 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

29. David Aponovich