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CMS vs. System Integrator: Implementing an Effective WEM Strategy

Originally published on the Ars Logica CTO blog.   

Just as the carpenter is more important than the tools, a good integrator is more important than the CMS software when delivering web engagement. It has always been the case that a CMS is only as good as its implementation. When it comes to a web engagement management (WEM) strategy, this axiom is doubly true because WEM almost always requires the integration of a wide range of systems.

While CMS solutions are often marketed as complete WEM platforms, most organizations already have their core front and back office applications in place. Perhaps they use Salesforce.com or Microsoft Dynamics for CRM, Marketo or Eloqua for marketing automation, or Omniture or WebTrends for analytics. Moreover, almost any mid-size to large organization supports a handful of homegrown and bespoke applications. End-to-end WEM platforms make for cool demos, but they are rarely deployed as complete solutions.  

The system integrator needs to align the customer's technology with the business goals and strategy. They need to deliver the design (web experience) and ensure the software works together to convert activity on the website into measurable business results: leads, quoting, direct sales, customer self-service, and other business activities.

At Ingeniux we believe that delivering WEM should be like building with "digital LEGOs." The CMS should easily integrate with solutions that best fit the business goals of the customer. For this reason the Ingeniux CMS offers capabilities that allow customers to integrate their existing applications. The Apps Manager within the CMS, an open API, and multi-technology support (from .NET to Java to PHP) all enable users to integrate and work with third-party applications in the CMS. 

Like many CMS vendors, Ingeniux provides out-of-the-box analytics, email management, and other tools. But we are the first to admit there may be a better third-party solution depending on customer requirements. We believe flexibility is more important than WEM features when it comes to successful implementations because technology and requirements are constantly changing. Think of the changes in the last year - new mobile devices, tablets, HTML5, new social media connections.

There are also trade-offs that need to be considered. The CMS with the most powerful WEM tools may prove too complex for administrators and developers. The most engaging aspect of any website is always the content. If people do not want to work in the CMS, content becomes stale. Moreover, a very complex system will become expensive and difficult to support after the integrator has launched the site. While an integrator cannot necessarily make software easier to use or support, they can help select a CMS, based on its usability, which will fit the customer's capabilities. And then they can connect the marketing solutions as part of the WEM strategy.  

When planning for WEM it is better to think of the CMS as the digital hub responsible for supporting all of the communication channels and managing the core content. The spokes to that hub can be a mix of solutions provided by the CMS and best-of-breed third-party applications. While WEM and digital marketing features are important, usability and flexibility are far more important. It is better to save the money you would spend on a big ticket WEM platform and invest those funds in an implementation that aligns the software with your current needs, existing systems, and future goals. 

Posted by David Hillis