Web Content Management For Digital Customer Experience ... - SDL

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The Forrester Wave™: Web Content
Management For Digital Customer
Experience, Q2 2013
by stephen powers and David Aponovich, April 8, 2013
For: Application
Development
& Delivery
professionals
Key TaKeaWays
plain Web publishing isn’t enough in The era of digital experience
AD&D pros who source and support WCM systems are seeing a changed industry
landscape and expanded use cases. Leading vendors have responded to demands
for DX management and marketing capabilities. Better website and content
analytics, multichannel delivery, UIs, and personalized experiences allow more
direct business participation in DX delivery.
integration Remains The Cornerstone of (Most) successful WCM
Leading vendors in this Wave complement core WCM capabilities by integrating
with more specialized third-party DX and marketing enablement products or
widely recognized and accepted best-of-breed products that they already own. One
exception: Sitecore is intent on providing the entire WCM suite, building many DX
components from the ground up.
adobe Leads due To Breadth of Functionality, Market Momentum,
and Resources
Adobe provides a solid set of tools to enable business users to manage experiences.
Adobe has made progress integrating the CQ5 WCM product with its other
products, particularly analytics, testing, and optimization. Th e strength of Adobe’s
platform and the company’s resources make it the vendor to beat in the DX space.
© 2013, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available
resources. Opinions reflect judgment at the time and are subject to change. Forrester
®
, Technographics
®
, Forrester Wave, RoleView, TechRadar,
and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. To
purchase reprints of this document, please email clientsupport@forrester.com. For additional information, go to www.forrester.com.
For ApplicAtion Development & Delivery proFessionAls
Why Read This RepoRT
Web content management (WCM) software has evolved from a set of primarily technical tools for website
management into broad products and suites that support the imaginations (and needs) of digital marketers
creating multichannel digital experiences. In Forrester’s 100-criteria evaluation of WCM vendors, we
identified the 10 most significant providers in the category — Adobe, Acquia, Ektron, HP Autonomy, IBM,
Microsoft, OpenText, Oracle, SDL, and Sitecore — and evaluated them in three areas: current offering,
strategy, and market presence. Application development and delivery (AD&D) professionals and their
marketing and business peers can use these findings to understand the new generation of WCM solutions
and select the right one to support their digital customer experience requirements.
table of contents
WCM is evolving From Website publishing To
digital experience support
Wcm isn’t A suite story, it’s An integration
story
Many Vendors are Jumping on The
Customer experience Bandwagon
WCM For digital Customer experience
evaluation overview
vendor selection criteria
The Results: adobe Leads, But other solid
options are available
Vendor profiles
leaders
strong performers
contenders
supplemental Material
notes & resources
Forrester conducted product demonstrations
in December 2012 and January 2013
and examined 10 vendor companies. We
interviewed nine of them: Adobe, Acquia,
ektron, Hp Autonomy, iBm, microsoft,
opentext, sDl, and sitecore. oracle
declined to participate. We also interviewed
up to three customers of each vendor.
related research Documents
choose Digital experience tools to engage
With customers in A cross-channel World
February 12, 2013
Digital customer experience trends to
Watch, 2013
January 30, 2013
Unify the Digital experience Across
touchpoints
August 22, 2012
The Forrester Wave™: Web Content Management For digital
Customer experience, Q2 2013
Adobe offers A leading combination of strategy And resources
by stephen powers and David Aponovich
with John r. rymer and rowan curran
2
5
9
13
April 8, 2013
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WCM is eVoLVing FRoM WeBsiTe puBLishing To digiTaL expeRienCe suppoRT
Web content management (WCM) vendors continue to add capabilities to assist marketers with
their need to support an expanding, multichannel digital world. The goal? To support the ability
to create and manage engaging multichannel experiences for customers, partners, and prospects.
1

Ultimately, WCM tools are no longer just about managing web content. Instead, they have evolved
to become the cornerstone of an ecosystem of tools that support digital experiences for customers.
2

These digital experience (DX) solutions generally fall into one of three categories that Forrester
refers to as “manage, engage, and measure:”

Solutions that enable nontechnical personnel to manage experiences. These solutions consist
of tools and repositories that marketers and other nontechnical personnel use to create and
manage structured and unstructured content for customer experiences. This category includes
WCM, digital asset management (DAM), product catalog management, workflow, campaign
management, marketing resource management, and desktop authoring tools.

Engagement solutions that enable the delivery of interactive multichannel experiences.
Vendors often tightly couple WCM and eCommerce solutions with management and delivery
capabilities, enabling businesses to create content and deliver experiences in a single package.
But other technologies enable experience delivery, including discrete content targeting
solutions such as search, personalization, and recommendations engines, tools to enable the
development of presentations like integrated development environments, ad-serving systems,
and identification and authorization management tools.

Measurement solutions that allow businesses to gauge the success of experiences. A/B and
multivariate testing enable marketers and business users to test out variations of experiences on
certain demographics before rolling them out to a broader audience. Web analytics tools track
website visitor behavior. Social analytics tools track how consumers engage with companies by
monitoring social interactions. And dashboards present analytical data from which marketers
can draw actionable insights.
WCM isn’t a suite story, it’s an integration story
WCM does not, and should not, provide all the tools needed to support a “manage, engage, measure”
paradigm. While some capabilities, such as versioning, check-in/check-out, and workflow, are
native to WCM — and are generally commoditized across the vendor landscape — complementary
capabilities already exist in other products that organizations have already invested in. Buyers
should be clear on what they’re looking for in a WCM, what they will get from adjacent products,
and whether these capabilities may overlap (see Figure 1).
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The strategies and tactics that WCM vendors have employed as they’ve entered the DX business
run the gamut: designing fresh user interfaces (UIs); creating easier editing tools; focusing on
personalization and targeting tools; adding marketing automation capabilities, embedded analytics,
and intelligence; and more.
3
But no single vendor’s current portfolio has all of the tools necessary to
support DX. Even if the ideal single-vendor platform existed, our clients tell us that they’ve already
made too many investments to be able to rip and replace all of their existing tools in favor of a single
suite or vendor platform.
Dealing with fewer vendors and fewer products should remain a goal. But WCM buyers should
seek solutions that are built on open standards and have prebuilt integrations and partnerships with
proven, mature best-of-breed applications for DX and online engagement efforts rather than all-in-
one suites. Enterprises typically own many of these systems already, so integration should be the
ideal; in fact, it’s a crucial differentiator for WCM.
4
Forrester’s research finds that integrating WCM
with other best-of-breed systems like eCommerce, analytics, marketing automation, and email
marketing is a high priority as firms source and build next-gen cross-channel marketing platforms.
Companies frequently tell us that they are committed to their previous investments in areas such
as analytics, optimization, email campaigns, and eCommerce and want their WCM systems to
integrate with, not replace, their existing solutions.
Figure 1 Core And Adjacent WCM Competencies
Source: Forrester Research, Inc.
82462
Core to WCM Adjacent technology
Manage • Content repository
• Content authoring
• Classi￿cation
• Taxonomy management
• Permissions
• Work￿ow
• Layout management
• Rich media management
• eForms
• Segmentation management
• Content authoring
• Translation
• Customer relationship management
• Product catalog management
• Digital asset management
• eForms
• Segmentation management
• Campaign management
• Business process management
• Desktop authoring
Engage • Presentation authoring
• Content targeting
• Email campaign delivery
• Polling and feedback
• Presentation authoring
• Content targeting
• Commerce transactions
• Social networks
• Mobile application development
• Ad serving
Measure • A/B testing
• Reporting
• Search engine optimization
• Multivariate testing
• Web analytics
• Social analytics
• Search engine optimization
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Many VendoRs aRe JuMping on The CusToMeR expeRienCe BandWagon
A significant number of vendors, both large and small, offer a set of tools that enable organizations
to manage, engage, and measure multichannel digital experiences:

DX platform players support companies requiring breadth and depth. Large vendors like
Adobe, IBM, and Oracle can appeal to enterprise buyers seeking a deep stack of infrastructure
or complementary tool sets from a single vendor. Each has broad offerings that include core
WCM plus related infrastructure for building and supporting the marketer’s challenge to manage,
engage, and measure DX. Adobe has aggregated several technologies under Adobe Marketing
Cloud: Adobe Experience Manager (CQ5 WCM, with dynamic media and delivery via Scene
7 integration), plus Adobe Analytics, Target, Social, and Media Optimizer. IBM offers WCM,
portal, eCommerce, and marketing tools and more under its IBM Customer Experience Suite.
Oracle WebCenter includes WCM (the former FatWire Software product that it acquired), Portal,
and other tools. SDL also aims to play in the DX space, complementing WCM and best-of-breed
globalization/localization capabilities with tools for multichannel delivery (it recently bought
mobile solutions provider Bemoko), recommendations, and marketing automation. However,
SDL’s DX technology portfolio isn’t nearly as extensive as the others mentioned in this category.

Legacy WCM vendors look to nurture existing customers and expand their purview. You
could call the companies in this category the stalwarts of the WCM world — they’ve been on the
scene for years, providing solid WCM capabilities and serving diverse customers. They’re also
expanding their capabilities to answer the broader needs of DX management. HP Autonomy
(which owns the former Interwoven products) and OpenText (which owns the former Vignette
and RedDot systems) each nurtures a large installed base and has a proven track record within
large enterprises.

Dedicated WCM specialists leverage their product focus and rapid innovation. These
companies focus on core WCM plus (in most cases) DX innovation. Ektron and Sitecore, which
we evaluated for this report, both fall into this category but have distinct market positions, target
customers, and road maps. Other specialist vendors include Bridgeline Digital and Percussion
Software, SaaS players CrownPeak and Limelight Networks, and Europe-based vendors such as
CoreMedia, EPiServer, e-Spirit, eZ Systems, GX Software, Hippo, Kentico Software, and Telerik
(which makes the Sitefinity product).

Open source is appealing more to enterprises. Open source solutions abound in the WCM
world. Forrester clients will find the base level of functionality of these solutions lower than
those of many of the commercial vendors in terms of DX capabilities, but those that are looking
for a lower initial investment or need to extensively customize will want to consider it. This
report evaluates Acquia, a commercial company delivering support, hosting, and other services
for the open source product Drupal. The open source world includes other solutions with
commercial backing — such as those from DotNetNuke, eZ Systems, Jahia Solutions, Magnolia
International, and OpenCms — and those that are community-based, such as Joomla and Plone.
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WCM FoR digiTaL CusToMeR expeRienCe eVaLuaTion oVeRVieW
After examining past research, user needs assessments, and vendor and expert interviews, we
developed a comprehensive set of evaluation criteria. We evaluated vendors against 100 criteria,
which we grouped into three high-level buckets:

Current offering. To assess product strength, we evaluated each offering against seven groups
of criteria: 1) content management; 2) websites and layout; 3) globalization and localization;
4) content targeting; 5) multichannel; 6) social and community controls; 7) publishing and
deployment; and 8) measurement.

Strategy. We reviewed each vendor’s strategy, evaluating how well each vendor’s planned
enhancements will position it to support current and evolving multichannel WCM
requirements, and whether or not the vendor has a path to deliver those enhancements given its
current technology, internal resources, and partnerships.

Market presence. To determine a vendor’s market presence, we evaluated each vendor’s
installed base, company financials, professional services, and global presence.
Vendor selection Criteria
In this Wave™, Forrester evaluated vendors that enable marketing and business teams to use
WCM in conjunction with other components of the DX ecosystem to support rich, interactive,
multichannel customer experiences. Forrester included 10 vendors in the assessment: Acquia,
Adobe, Ektron, HP Autonomy, IBM, Microsoft, Oracle, OpenText, SDL, and Sitecore.
5
The WCM
market remains somewhat fragmented, but these 10 vendors represent the strongest that the market
has to offer firms within Forrester’s client base in terms of stability, functionality, and experience
providing a primary enterprise WCM product. Specifically, each of these vendors has (see Figure 2):

A product that supports an interactive multichannel experience, not just web publishing.
Products in this category not only have content management and web publishing capabilities,
but also have capabilities — such as content targeting, social tools, and enterprise application
integration — that support interactive multichannel experiences.

A significant track record as the primary WCM for customer experience in large companies.
This category comprises vendor solutions that primarily target organizations with revenues
of more than $1 billion per year. WCM vendors in this category focus on enterprise-class
organizations, scale to serve large user populations, support highly trafficked websites, and offer
multisite and multilingual support.

Interest from Forrester clients. Forrester clients repeatedly ask about the evaluated products
within the context of inquiry, advisory, and consulting, and/or have them installed as the
primary WCM for supporting DX-based websites.
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A minimum of $35 million in annual revenue. Vendors included in this evaluation have a
proven product and generate approximately $35 million or more in annual revenue.
For purposes of this Forrester Wave, the products and solutions that we reviewed were those that
were generally available on or before October 10, 2012.
Figure 2 Evaluated Vendors: Product And Vendor Information And Selection Criteria
Source: Forrester Research
,
Inc.
Vendor name
Adobe
Acquia
Ektron
HP Autonomy
IBM
Microsoft
Oracle
OpenText
SDL
Sitecore
Product name and version
CQ 5.5
Drupal 7
Ektron 8.6
TeamSite/LiveSite 7.3.2
IBM Customer Experience Suite 8.0
SharePoint 2013
WebCenter Sites 11gR1
OpenText Web Experience Management 8.1
SDL Tridion 2011 SP1
Sitecore CEP 6.5
Inclusion criteria
A product that supports interactive multichannel experiences, not just web publishing.
A signi￿cant track record as the primary WCM for customer experience in large organizations.
Interest from Forrester clients.
A minimum of $35 million in annual revenue.
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The ResuLTs: adoBe Leads, BuT oTheR soLid opTions aRe aVaiLaBLe
The evaluation uncovered a market in which (see Figure 3):

Adobe leads with breadth and momentum, while Sitecore and SDL pursue DX strategies.
All three vendors provide a solid set of tools enabling marketing and eBusiness professionals
to manage content, deliver engaging experiences, and measure results. Adobe has the richest,
most intuitive UI of the three, as well as the best complementary DX products and the
deepest pockets, while SDL continues to excel in the areas of globalization and localization.
Sitecore takes more of a suite approach, offering more native components and fewer packaged
integrations with best-of-breed products than the others.

OpenText, Oracle, and HP Autonomy offer competitive options for their installed bases.
OpenText continues to offer a solid WCM product, although it’s most compelling for companies
that already own other OpenText products and are looking for a single throat to choke.
Longtime WCM player Autonomy, now part of HP, still has a solid feature set, but the number
of Forrester clients asking about it has declined over the past several years; two changes of
ownership surely haven’t helped. Oracle has a broad set of DX capabilities in its portfolio, but
until it achieves significant integration between the components of that portfolio, its WCM
product (acquired from FatWire) isn’t compelling beyond Oracle shops, particularly when
compared with the work that Adobe and IBM have done on their DX offerings.

IBM offers improved WCM and integrates with a broad portfolio of DX products. IBM’s
product has significantly improved since our last evaluation 18 months ago. But its real value
lies in the current and potential future integrations with best-of-breed IBM products in the
areas of eCommerce, analytics, and other marketing enablement tools.
6

Ektron, Microsoft, and Acquia offer solid WCM, but DX questions remain. Ektron has the
most functionality of the Contenders in this report, and an ambitious strategy to integrate with
third-party DX components, but we question whether it has the market presence and resources
to execute. SharePoint has supported informational websites in the past, but Microsoft has only
started to talk about interactive multichannel experiences with SharePoint 2013; the vendor
has a lot of ground to make up if it wants to seriously compete in this space. Acquia, which
leverages the open source WCM Drupal, has broad functionality, but is weaker in marketing
enablement tools and needs to polish its tool set to truly compete in this market.
Most of the vendors in this Wave offer a broad set of functionality, so strategy and market
momentum have become important differentiators. When evaluating a vendor, decision-makers
should ask themselves: 1) How well does the vendor understand the market? 2) Is it continuing to
build an offering that will help us meet our need to manage and measure more complex experiences,
and do they offer complementary tools that we will use? 3) Is it building an ecosystem of partners
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that we can turn to for help? 4) Does it have an updated platform suitable for integration? and
5) Are its customer references a mix or newer and veteran customers, or is it only able to indicate
customers that have been using the product for five years or more?
This evaluation of the WCM market is intended to be a starting point only. We encourage clients to
view detailed product evaluations and adapt criteria weightings to fit their individual needs through
the Forrester Wave Excel-based vendor comparison tool.
Figure 3 Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 ’13
Source: Forrester Research
,
Inc.
Go online to download
the Forrester Wave tool
for more detailed product
evaluations, feature
comparisons, and
customizable rankings.
Risky
Bets Contenders Leaders
Strong
Performers
StrategyWeak Strong
Current
o￿ering
Weak
Strong
Microsoft
Acquia
Ektron
IBM
Oracle
Adobe
SDL
OpenText
HP Autonomy
Sitecore
Market presence
Full vendor participation
Incomplete vendor participation
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Figure 3 Forrester Wave™: Web Content Management For Digital Customer Experience, Q2 ’13 (Cont.)
Source: Forrester Research
,
Inc.
Acquia
Adobe
IBM
Microsoft
OpenText
CURRENT OFFERING
Experience management
Engagement
Measurement
Product architecture
STRATEGY
Product strategy
Cost
MARKET PRESENCE
Installed base
Revenue
Services
Global presence
2.10
2.19
1.92
2.30
0.00
1.70
1.70
0.00
1.92
3.75
1.80
1.50
1.00
Forrester’s
Weighting
50%
40%
40%
20%
0%
50%
100%
0%
0%
20%
30%
25%
25%
3.45
3.74
3.54
2.70
0.00
4.10
4.10
0.00
3.26
2.20
4.20
4.25
2.00
HP Autonomy
2.89
3.59
2.24
2.80
0.00
3.20
3.20
0.00
4.12
4.15
4.30
4.00
4.00
Ektron
2.75
2.39
2.28
4.40
0.00
1.70
1.70
0.00
1.49
2.70
1.50
1.00
1.00
2.45
2.70
2.24
2.40
0.00
2.60
2.60
0.00
4.50
4.00
4.20
4.75
5.00
1.96
2.68
1.62
1.20
0.00
2.10
2.10
0.00
4.15
2.90
4.20
4.25
5.00
2.76
3.52
2.69
1.40
0.00
2.80
2.80
0.00
3.90
3.50
4.40
4.50
3.00
SDL
Sitecore
3.55
4.28
3.20
2.80
0.00
3.20
3.20
0.00
2.47
2.20
2.80
2.75
2.00
3.23
3.40
3.57
2.20
0.00
3.40
3.40
0.00
1.75
3.20
1.60
1.50
1.00
All scores are based on a scale of 0 (weak) to 5 (strong).
VendoR pRoFiLes
Leaders

Adobe is sharpening its focus on digital marketers. Adobe has leveraged acquisitions such
as Day Software’s CQ WCM platform and Omniture’s analytics to establish a DX management
portfolio that appeals to marketers, developers, and implementation partners. Adobe’s platform
integrates WCM with its DAM, social communities, analytics, and content targeting and
optimization offerings. Adobe’s intuitive interface is a differentiator; the vendor aims to build
on that strength via its planned tablet UIs. Adobe has also built strong relationships with
implementation partners, another plus for those needing third-party help. Adobe still lacks
eCommerce capabilities — a major piece of the DX ecosystem — and will need to continue to
rationalize the front and back ends of its DX products to provide a truly integrated platform.
But progress has been impressive so far, and Adobe has both the strategy and resources needed
for successful execution.
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strong performers

SDL continues to differentiate with its globalization and localization story. Maidenhead,
UK-based SDL offers a broad set of customer experience functionality, particularly in
terms of globalization and localization, due to the integration with its language translation
products. SDL’s BluePrinting technology, which enables enterprises to manage sites in multiple
languages and/or for multiple brands, continues to stand out from the crowd with its graphical
administrative and design interfaces, and its extended content management tools are very
strong. We’d like to see integration with third-party eCommerce systems and other DX products
outside of its own portfolio. But our bigger concern isn’t functionality — it’s market momentum.
Despite its broad, deep functionality, SDL turns up on our clients’ WCM shortlists less
frequently than Adobe or Sitecore, and its partnerships with key digital agencies aren’t as robust.
Given the breadth and depth of its portfolio, SDL’s momentum isn’t as strong as it should be.

Sitecore is betting big on a suite approach. Copenhagen-based Sitecore takes an all-in-one
approach to DX management with an offering that includes WCM and tools for analytics,
marketing automation, email, mobile, eCommerce, and social. A Sitecore advantage is that
it specifically built its tools to be part of the same offering — unlike Adobe, IBM, and Oracle,
which have had to integrate acquired technology — so the user experience is consistent and
workflows are integrated. The flip side of this is that some pieces of the Sitecore platform, such
as analytics, aren’t as mature as those offered by its peers. Sitecore needs more third-party
integrations, particularly in analytics and eCommerce. Few of the Sitecore customers we’ve
spoken with are using the vendor’s entire offering; instead, they’ve implemented core content
management and delivery — making it especially important for anyone considering this
product to check customer references. Sitecore doesn’t do client implementations, instead
relying on a very solid partner network to serve its customers. Also important: Clients regularly
tell us that Sitecore’s software quotes are lower than those of vendors like Adobe and SDL.

HP Autonomy takes a search-based approach. Autonomy’s WCM-related software (the
former Interwoven TeamSite and LiveSite) is now part of HP, one of the world’s largest software
businesses. Autonomy’s marketing-oriented platform for managing web experiences is
complemented by a rich media management product and IDOL, powerful search technology
that can drive features such as content targeting and personalization. It includes the ability to
provide deep customer insights and to learn and adapt on its own based on visitor behavior
and other factors — an impressive step toward intelligent and adaptive marketing systems.
There’s plenty more to look at: strong usability in creating and executing campaigns and a
good site, page, and content authoring tool. However, Autonomy’s market momentum with
implementation partners and Forrester clients has flagged, and its strategic road map isn’t as
aggressive as those of some other evaluated vendors; multiple changes of ownership surely
haven’t helped. Finally, buyers need to keep a close eye on HP’s plans for investment in its digital
experience products, and how they fit into HP’s overall strategy.
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Oracle’s DX portfolio is not yet greater than the sum of its parts. Oracle acquired FatWire
shortly after we completed research for our last Wave report on this market in Q3 2011. The
FatWire WCM product, renamed WebCenter Sites, is now part of Oracle’s DX portfolio.
WebCenter Sites has strong presentation management tools and deep targeting functionality
with its personalization module; in addition, Oracle has made good on at least some of FatWire’s
plans to update the UIs, which had become quite dated. Oracle now must further integrate the
WebCenter Sites product with some of the other compelling offerings in its DX platform: Siebel
CRM, Commerce (comprised of ATG Web Commerce and Endeca), and Real-Time Decisions
for predictive analytics. For example, Oracle plans to have a common authoring environment
and preview for the WebCenter Sites and Web Commerce products. If it can accomplish goals
like this — a major question mark given that the FatWire acquisition was nearly two years ago —
it could still become a force in the DX space. Note that Oracle did not participate in the research
for this report, so Forrester based its findings on past briefings, products demos, and customer
reference interviews.

OpenText offers DX capabilities within an information management portfolio. ECM vendor
OpenText, based in Waterloo, Ontario, understands the content management market very well;
not surprisingly, its Web Experience Management product (formerly Vignette) offers strong
content management functionality. Since our last evaluation, OpenText hasn’t made much
progress integrating with complementary DX technologies from other vendors in areas such
as commerce, CRM, and testing and optimization — or developing partnerships with those
vendors.
7
Also, we’re not enamored with the “enterprise information management” messaging
it’s pursuing, given that our clients ask about marketing agility and customer experience more
frequently. The product itself is solid, and OpenText offers a few interesting complementary
products, such as its campaign management tools and Nstein text mining engine. But at this
point, the product is most attractive to companies that have already invested in other OpenText
products and are looking to deal with fewer vendors.
Contenders

IBM complements improved WCM with a strong DX ecosystem. IBM’s WCM tool has
traditionally lagged those of the other vendors in this evaluation. While its business user
enablement functionality still isn’t as strong as that of leading vendors like Adobe, it’s worth
a second look given IBM’s visible investment in the WCM product itself and complementary
products. In terms of functionality, IBM is closer to par than in previous Waves, having
greatly improved the UI and business user enablement in general, particularly in the
areas of content authoring, presentation authoring, and personalization. IBM also has
compelling complementary offerings that it has begun to integrate with WCM: analytics
(from Coremetrics), marketing enablement (from Unica), and commerce (from IBM’s own
WebSphere commerce product). It has ambitious plans to modularize its DX platform, such as
offering one set of personalization technologies across all of its products. IBM needs to form
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stronger partnerships with agencies — a key influencer in this market — and must produce
better customer references; the ones we spoke with mostly use the content management
functionality rather than the extended marketing enablement tools. That said, given the
vendor’s progress in the DX space over the past two years and its deep pockets, IBM is worth
keeping an eye on.

Microsoft lags on DX, but its content integration functionality has potential. Microsoft doesn’t
focus its SharePoint product as strongly on DX as some of the other vendors in this Wave do
with their offerings. Instead, companies often deploy SharePoint as an intranet support tool. The
product’s major weaknesses include multisite localization, multichannel deployments, multilingual
support, and (most significantly) analytics and measurement. But SharePoint does offer a
potentially robust method of content integration with its ability to use the internal search engine
to import any data, strip the formatting, and reskin the content according to user definitions.
Another advantage: The product has a large installed base and a relatively large number of
developers are available for implementation. Still, until we see more customers using SharePoint
for rich customer-facing experiences, it remains a better fit for organizations that need to quickly
publish informational websites or basic microsites or need to support a company intranet.

Ektron offers solid functionality, but its ability to execute on strategy remains questionable.
Nashua, New Hamphire-based Ektron wants to be your WCM, but it also wants to be the
glue that integrates various third-party DX components via its Digital Experience Hub. It’s
an ambitious strategy — but we have questions on Ektron’s ability to execute, given its market
momentum, resources, and focus on medium-size companies. Forrester clients that use Ektron
frequently tell us that it’s a solid point solution for departmental or product-specific websites.
But we find comparatively few enterprises using Ektron at scale as their primary enterprise
WCM. An exec at a large North America-based retailer outlined a more common scenario:
Ektron is part of the retailer’s digital infrastructure, serving as a platform for informational
and marketing content, but not for more complex uses. It’s also important to note that Ektron
is actively rebuilding its partner channel, which took a major hit when the vendor went strong
into the services market several years ago, alienating many of its partners.

Acquia is beginning to build a DX story using open source Drupal. Drupal, an open source
content management system, began as a university project of Dries Buytaert. A large global
community of developers has emerged to contribute to the Drupal core, and thousands of
community modules give Drupal extended capabilities in DX and other areas. Buytaert’s other
creation, Burlington, Massachusetts-based Acquia, is now using Drupal to build a DX business
by providing enterprise-scale support, hosting, expert advice, and other services. Acquia also
focuses on helping organizations extend and optimize Drupal’s core capabilities by offering
marketing and developer tools as part of the Acquia Network and building a digital marketing
alliance and marketplace where customers can access marketing tools and solutions from
partners. Acquia is weaker in marketing enablement tools than the proprietary commercial
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solutions evaluated in this report, particularly when it comes to user interfaces. But Acquia could
be a viable option for organizations that don’t expect to use all of the functionality that other
players in this Wave offer or that plan to customize a DX solution extensively. Acquia also plans
to continue to improve its tool set and offer greater DX support. Given its alternative pricing
model and some organizations’ poor experiences with proprietary solutions, Acquia could prove
to be an interesting player.
suppLeMenTaL MaTeRiaL
online Resource
The online version of Figure 3 is an Excel-based vendor comparison tool that provides detailed
product evaluations and customizable rankings.
data sources used in This Forrester Wave
Forrester used a combination of the following data sources to assess the strengths and weaknesses of
each solution:

Vendor surveys. Forrester surveyed vendors on their capabilities as they relate to the evaluation
criteria. Once we analyzed the completed vendor surveys, we conducted vendor calls where
necessary to gather details of vendor qualifications.

Product demos. We asked vendors to conduct demonstrations of their product’s functionality.
We used findings from these product demos to validate details of each vendor’s product
capabilities.

Customer reference calls. To validate product and vendor qualifications, Forrester also
conducted reference calls with three of each vendor’s current customers.
The Forrester Wave Methodology
We conduct primary research to develop a list of vendors that meet our criteria to be evaluated
in this market. From that initial pool of vendors, we then narrow our final list. We choose these
vendors based on: 1) product fit; 2) customer success; and 3) Forrester client demand. We eliminate
vendors that have limited customer references and products that don’t fit the scope of our evaluation.
After examining past research, user need assessments, and vendor and expert interviews, we develop
the initial evaluation criteria. To evaluate the vendors and their products against our set of criteria,
we gather details of product qualifications through a combination of questionnaires, demos, and
discussions with client references. We send evaluations to the vendors for their review, and we adjust
the evaluations to provide the most accurate view of vendor offerings and strategies.
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We set default weightings to reflect our analysis of the needs of large user companies — and/or
other scenarios as outlined in the Forrester Wave document — and then score the vendors based
on a clearly defined scale. These default weightings are intended only as a starting point, and we
encourage readers to adapt the weightings to fit their individual needs through the Excel-based
tool. The final scores generate the graphical depiction of the market based on current offering,
strategy, and market presence. Forrester intends to update vendor evaluations regularly as product
capabilities and vendor strategies evolve.
endnoTes
1
A good customer experience is one that provides a positive perception for the people who interact with your
company. It can be the critical factor that keeps them coming back again and again and separates you from
your competition. The fact that more of these interactions are happening via digital touchpoints necessitates
strategies and technologies to enable great cross-channel digital experiences. See the November 27, 2012,
“Drive Business Transformation With Digital Customer Experiences” report.
2
Managing cross-touchpoint solutions is key for modern marketers’ ultimate goal: supporting targeted
customer experiences. See the August 10, 2011, “Harnessing The Convergence Of Customer Experience
Management Solutions” report.
3
To know more about marketing automation solutions, see the February 14, 2012, “Revisiting The Enterprise
Marketing Software Landscape” report and see the January 31, 2012, “The Forrester Wave™: Cross-Channel
Campaign Management, Q1 2012” report.
4
The integration of multiple systems that need to work together is now the name of the game. Web content
management solutions are frequently the linchpin around which digital experiences are built and with
which DX software is integrated. To see data on what WCM decision-makers are prioritizing for integration,
read “Eight Areas You’ll Invest In For Great Digital Customer Experiences,” David Aponovich’s Blog,
October 12, 2012 (http://blogs.forrester.com/david_aponovich/12-10-12-eight_areas_youll_invest_in_for_
great_digital_customer_experiences).
5
While Oracle chose not to provide full information for its solution, we placed it in the Forrester Wave based
on our knowledge of Oracle’s solution from past analyses and publicly available information in order to
provide a complete picture of the competitive landscape.
6
IBM’s predictive analytics solution was a Leader in a recent Wave, situating the firm as a best-of-breed
vendor. See the January 3, 2013, “The Forrester Wave™: Big Data Predictive Analytics Solutions, Q1 2013”
report.
7
Forrester has researched how CRM suite customer service solutions measure up and plots where they stand
in relation to each other in order to help AD&D professionals select the right solution for their needs. See
the August 24, 2012, “Navigate The SaaS Implementation Partner Landscape” report.
Forrester Research, Inc. (Nasdaq: FORR) is an independent research company that provides pragmatic and forward-thinking advice to
global leaders in business and technology. Forrester works with professionals in 17 key roles at major companies providing proprietary
research, customer insight, consulting, events, and peer-to-peer executive programs. For more than 29 years, Forrester has been making
IT, marketing, and technology industry leaders successful every day. For more information, visit www.forrester.com.82462

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