Webinar Web Content Management Systems And The New

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, Q 2 2013” methodology › Evaluation results › Recommendations © 2013 Forrester Research, Inc. Reproduction Prohibited 2

“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 © 2013 Forrester Research, Inc. Reproduction Prohibited

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 © 2013 Forrester Research, Inc. Reproduction Prohibited

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

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. © 2013 Forrester Research, Inc. Reproduction Prohibited

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 © 2013 Forrester Research, Inc. Reproduction Prohibited

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. © 2013 Forrester Research, Inc. Reproduction Prohibited

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. © 2013 Forrester Research, Inc. Reproduction Prohibited

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 Forrester Research, Inc. Reproduction Prohibited

2013 WCM Wave™ specifics © 2013 Forrester Research, Inc. Reproduction Prohibited 11

WCM Wave™ vendors and inclusion criteria Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q 2 2013” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited

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, Q 2 2013” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 13

. . . don’t overlook the WCM Wave™ Excel Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q 2 2013” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited

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, Q 2 2013” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited 15

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), Open. Text (Vignette), Microsoft Share. Point › Focused WCM “specialists” bring innovation. • Sitecore, Ektron, many others › Enterprises considering open source software • Drupal (Acquia is a leading service provider. ) © 2013 Forrester Research, Inc. Reproduction Prohibited

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) © 2013 Forrester Research, Inc. Reproduction Prohibited

How the WCM vendors performed Source: April 8, 2013, “The Forrester Wave™: Web Content Management For Digital Customer Experience, Q 2 2013” Forrester report © 2013 Forrester Research, Inc. Reproduction Prohibited

Forrester Wave™ for WCM criteria: current offering 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 © 2013 Forrester Research, Inc. Reproduction Prohibited

Forrester Wave™ for WCM criteria: strategy and market presence Strategy 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? © 2013 Forrester Research, Inc. Reproduction Prohibited

Leaders: Forrester Wave™ WCM For Digital Customer Experience, Q 2 2013 Leaders Adobe “DX leadership with a sharp focus on marketers and business users” © 2013 Forrester Research, Inc. Reproduction Prohibited Strengths • 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 Drawbacks • Limited e. Commerce (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, Q 2 2013 Strong Performers Strengths SDL “Broad DX capabilities plus translation/localization strength” • Strong multisite • Market momentum, few management via SDL’s shortlists Blue. Printing • Far behind Adobe and • Market-leading translation Sitecore with agency/SI and localization with a global partnerships mindset • Full integration of SDL • Personalization owned solutions is lagging. • Graphical interfaces Sitecore “Driving an all-in-one approach to WCM and DX management” • Commitment to persuasive • Lagging with third-party WCM integrations; wants to be “all • Functionality breadth with its in-one” online marketing suite • Certain DX capabilities not • Unified UIs and workflows best-of-breed (e. g. , • Strong and dedicated analytics) agency relationships • Reliance on partner network for professional services (may turn off some enterprises) © 2013 Forrester Research, Inc. Reproduction Prohibited Drawbacks

Strong Performers: Forrester Wave™ WCM For Digital Customer Experience, Q 2 2013 (cont. ) Strong Performers 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, e. Commerce, search, portal, analytics • Integrations between DX components are minimal. • Oracle is good at selling software, not at DX enablement. • Agency relationships Open. Text “Broad enterprise information management approach with DX included” • Solid enterprise capability and • Lagging with third-party broad offerings integrations; wants to be “all-in • Business user tools for authoring one” and DX • Certain DX capabilities not best • Complementary campaign of-breed (e. g. , analytics) management tools • Reliance on partner network for • Big install base professional services (may turn off some enterprises) © 2013 Forrester Research, Inc. Reproduction Prohibited

Contenders: Forrester Wave™ WCM For Digital Customer Experience, Q 2 2013 Contenders 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, e. Commerce, Coremetrics • Agency partnerships • Incomplete integrations • Many customers are still using WCM for informational sites and intranets. Microsoft (Share. Point) “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 © 2013 Forrester Research, Inc. Reproduction Prohibited

Contenders: Forrester Wave™ WCM For Digital Customer Experience, Q 2 2013 (cont. ) Contenders 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. © 2013 Forrester Research, Inc. Reproduction Prohibited

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 © 2013 Forrester Research, Inc. Reproduction Prohibited

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Recommended reading Source DX technology from six main categories: › Content management. › Customer service interaction mgmt. › Marketing automation. › Analytics, testing, and optimization. › Commerce platforms. › Search. This report: bit. ly/Uewkh. Q © 2013 Forrester Research, Inc. Reproduction Prohibited 28

Thank you David Aponovich daponovich@forrester. com Twitter: @daponovich