CMSWatch (an independent resource that evaluates content-oriented technologies) identified the 5 biggest mistakes in CMS selection. Here is #2:
Not establishing a broad-based selection team
This may be the biggest mistake made in the selection of a Web content management system. Many times Web CMS product selection teams are formed in a casual manner, without actual implementation in mind. One typical situation is that either the content team or the Web site technical team manages the selection process independently without consulting their partner team -- or, more commonly, there is an imbalance between the two groups.
Developers obviously feel comfortable with web technologies and, consequently, tend to underestimate the value of end-user features. Content managers, on the other hand, understand their business objectives but nothing about the technical factors that could potentially cripple a project.
As the quote from CMSWatch indicates, successful CMS selection involves input from multiple departments. Furthermore, it is rare for developers to be the final decision maker in this process. CMS selection is frequently led by IT Directors, Marketing Directors, Project Managers or Consultants.
New Audiences, New Lessons
For most of Telerik’s other products the entire marketing/sales process is targeted purely at .NET developers. Developers are comfortable doing their own personal evaluations and live/in-person demos are rarely necessary. Once a decision has been made, developers can frequently pull the trigger on a purchase without consulting other departments. The specifics of this decision aren’t important from the perspective of other organizational departments.
The CMS sales process is very different. Because of the diversity of audiences involved, it is common for us to speak with a prospective customer 3-4 times before a CMS selection decision is made. Technology is naturally a part of these conversations, but there is a greater focus on organizational goals and end-user features.
During this past year we’ve spent a lot of time talking with customers and learning about their organization’s web content management (WCM) challenges. Our continuing goal is to provide compelling solutions to these diverse challenges. The next version of Sitefinity will remain a powerful development platform, however Sitefinity 4.0 will also include many improvements that encourage other parts of the organization to become engaged with the web site.
In the months ahead I look forward to sharing these innovations with the Sitefinity community.