by Frederik Demets
Being part of Acquia’s Solutions Architecture team gives me unique insight into the changing landscape of Digital Marketing and the Internet in general. People are scrambling to get shiny new tools in place to be able to cope with the speed at which the Internet is changing. During the course of the last year I have reviewed dozens of RFP’s in which companies set out to select a “solution”.
But, selecting a new “solution” won’t actually solve your problem! Having an online strategy isn’t only about the tool, it’s about much, much more, as we’ll see in a moment.
Most RFP’s fall into one of these two scenarios for selecting a new CMS:
- IT leads the selection process
- Marketing leads the selection process
Two things can happen:
- IT chooses the system and when marketing finds it too limiting, they wander off and start using other systems and cloud tools. Greatly impacting maintainability, coherence, security and agility.
- Marketing selects its new shiny toy but, alas, IT does not approve and CMS selection has to be redone with technologies IT likes, basically bringing you back to square one.
What do both scenarios have in common? Neither of them properly considers the processes and neither questions the way business is done. Only the technology is questioned. Guess what? A new shiny CMS won’t solve your problems. In fact, a new CMS used in old ways could be a worse solution than keeping your existing CMS.
How can we turn this around?
Let's face it, marketing will be pushing the boundaries with, sometimes, outrageous requests. But it’s exactly these requests that move a company forward and puts it ahead of the curve. Consider the benefits of giving clients easier access to online self-service tools or a community support platform, for example. They want it anyway.
IT needs to keep up and that’s hard work. It means finding secure ways to make internal systems available for interaction with customers. It means finding new ways of solving old problems, the internet is not going to wait.
The pressure is both on marketing and IT to succeed in the ever changing landscape of the digital world. None of them can do it alone, the magic is where they align!