A frustration of mine is that there are so many
tech companies and people perceiving content as
a sector to make a quick buck from – they try to
sell poorly thought out tech solutions, often to
people who don’t fully understand content.
Mahlab’s Wanless says, “There are cultural
issues in utilising some content management
platforms in that some of them aren’t great to use,
and some people struggle to see the immediate
benefit in using them.”
publishing and the like. Joining some of these
together is a solution, but not a great one. There
are a handful of good end-to-end solutions,
that come with a hefty price tag, and again that
becomes hard to prove.
Price is a significant issue too, because there’s
little immediate payback, according to Wanless.
“The business case for investing has to be very
strong as some of the platforms cost five figures
plus per month. That’s a huge investment, so
unless companies can help demonstrate the
business case of using the platforms and can
model out efficiency figures it can become a bit of
a flight of fancy.”
“A frustration of mine is that there are so many
tech companies and people perceiving content
as a sector to make a quick buck from – they try
to sell poorly thought out tech solutions, often to
people who don’t fully understand content. This
results in an even more fragmented sector.”
He suggests there are many platforms that
do some of the content process. “Software for
discovery. Software for planning. Software
for insights. Software for creation, approval,
So we asked each what they views as
key impediments.
Sitecore’s Guarnaccia identified the issue of data
silos as a key concern. “Silos of content and
context still plague the industry. Many customers
are still using disconnected systems that don’t
share content or the customer data that drives
context. These silos exist not only in technology
but also in culture, as many organisations still
operate their various channel-centric marketing
teams in their own bubbles, without a holistic
customer experience mentality.”
Implementation is a huge and often overlooked
aspect too, he argues – it’s a significant cost in
terms of time out to implement a new system well.
Adobe’s DeBellis meanwhile argues
companies needed to take a holistic view.
Typically two companies, Adobe and Sitecore
feature prominently in content management
platform conversations.
“The acceleration of content velocity, essentially
the speed and throughput in creating impactful
and compelling content, is creating all sorts of
that
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