This document is from Real Story Group, an independent research firm that analyzes content management technologies and vendors. It provides an introduction to web content management (WCM) systems for marketing and business leaders. Real Story Group advises clients on selecting technologies, and produces research analyzing the strengths and weaknesses of different WCM platforms and products. The document discusses key capabilities of WCM systems like personalization, workflows, and analytics dashboards. It also examines the overlap between WCM and marketing automation capabilities.

1. Introduction to WCM for Marketing &
Business Leaders
"
Irina Guseva!
Senior Analyst!
@irina_guseva!

2. Real Story Group: What We Do
Analyze
weaknesses and
strengths of the
tools....and
vendors
Advise on successful
technology selection
Copyright © 2013 Real Story Group
www.realstorygroup.com

3. What Independence Means To Us
Copyright © 2013 Real Story Group
www.realstorygroup.com

4. Digital Workplace & Marketing Tech Vendor Map
Copyright © 2013 Real Story Group
www.realstorygroup.com

5. RSG Research Areas
We are a buyer's advocate
for enterprises looking to
invest in content
technologies.
We provide in-depth
research analyzing
weaknesses and strengths
of technology
and vendors.
Copyright © 2013 Real Story Group
Enterprise Mobile Platforms
www.realstorygroup.com

6. Web Content & Experience Management
Marketplace
Mid-Range
Platforms/
Mid-Range
Products
Simpler
Products
Platforms
Upper-Range
Platforms
Products
Legacy
Platforms
Copyright © 2013 Real Story Group
www.realstorygroup.com

7. Web CMS Still All About Content
Copyright © 2013 Real Story Group
www.realstorygroup.com

8. Workflow Unites It All
Storage & Archiving
Business Process
Management
Digital Rights
Management
Portals
Imaging
Learning
Management
Document
Management
Product Data
Management
Knowledge
Management
Digital Asset
Management
< SCM >
Source Control
Management
Copyright © 2013 Real Story Group
Collaboration
Email Management
Web Content
Management
Records
Management
Enterprise Search
www.realstorygroup.com

9. Workflows and UI Have Changed
Source: Adobe
Copyright © 2013 Real Story Group
www.realstorygroup.com

10. Copyright © 2013 Real Story Group
Product E
Product D
Product C
Product B
Product A
Scenarios Play Important Role
www.realstorygroup.com

11. What Web CMSs Do (And Don’t Do)
Copyright © 2013 Real Story Group
www.realstorygroup.com

12. Reporting & Dashboard Example
Source: Sitecore
Copyright © 2013 Real Story Group
www.realstorygroup.com

13. What’s your CXM recipe?
WCM
Mobile
Digital Marketing
eCommerce
Social
Intelligence
DAM
Customer
Experience
Management
Profiling &
Personalization
CRM
Analytics &
Optimization
Copyright © 2013 Real Story Group
Etc.
Call Centers &
Kiosks
www.realstorygroup.com

14. MA and CMS: Much Overlap?
Landing Page
Management
Profile Management
Analytics
Lead Scoring
MVT, A/B Testing
Lead Management
MA
Data Management
Campaign Management:
Email
Mobile
Social
Copyright © 2013 Real Story Group
Marketing
Nurturing
Engagement
Segmentation
CMS
Template Management
Forms Management
Personalization
Targeted Content Delivery
www.realstorygroup.com

15. Personalization & Targeting Are Hard
Source: SDL
Copyright © 2013 Real Story Group
www.realstorygroup.com

16. Can Your CMS Do Marketing?
Pros:
• Integration with Publishing
• Advanced Personalization
• Single Supplier
• Pervasive across website
Sitecore Ratings.
Source: RSG Web Content & Experience Management Stream
Cons:
• Scalability
• Reporting
• Functional Breadth
• Email Campaigns
• List / Data Management
• Vendor Experience
Conclusion: WCXM tools better at outbound than inbound
Copyright © 2013 Real Story Group
www.realstorygroup.com

17. Let’s Stay in Touch…
Part 2: Intro to Web CMS
for IT Leaders - 1-1:30
PM ET, Tony Byrne
Contact me:
@irina_guseva
irina@realstorygroup.com
Copyright © 2013 Real Story Group
www.realstorygroup.com