selecting a cms - 9 fears that shouldn't hold you back
TRANSCRIPT
Selecting a CMS: 9 Fears That Shouldn’t Hold You Back
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B
ASICS
Introduction
Next Generation CMS software, combining web content management, email marketing and multi-channel campaign management.
All delivered in the cloud.
Over 200 customers in industries including software and technology, higher education, healthcare and sports and entertainment.
Integrated marketing agency at the intersection of art and science.
Integrated offering including:
• brand development• digital strategy• website redesign• social media• advertising and
communications• analytics and optimization
A
GENDA
1. Introduction
2. 9 Fears that Prevent Marketers from Making a CMS Selection, and How to Overcome Them
3. Kick-Starting the Process for Your Organization
4. Q+A
9 Common Fears and How to Overcome Them
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1. “I’m Afraid of Failure”
“Our current situation isn’t ideal, but we’re used to it. We can’t afford to jeopardize that right now by making a change.”
• Time to face the brutal truth - if you already see the flaws in your system, you’re only delaying the inevitable
• The sooner you make the decision, the sooner you can start reaping the benefits of it
• The ultimate failure for a marketer lies not in choosing the “wrong” CMS but being unable to bring real results for your business
How to Overcome
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2. “I’m Afraid That Implementing a New CMS Will Involve Much More Than
Software”
“Adopting a new CMS opens up a whole “can of worms”. We’ll need to have servers set up, application hosting, and testing- our organization isn’t ready for that.”
How to Overcome
Traditional CMS
How to Overcome
Next-Gen CMS
Web Hosting
Upgrades, Backups,Monitoring
CRM
Web Services Users
Web Visitors
.
3. “I’m Concerned That ‘Out-Sourcing’ Is Too Expensive”
“It’s cheaper to keep in-house. Our IT team can take care of web content management.”
• Commonly-held misconception is that in-house= cheap
• What is sacrificed when you keep web content management in-house?
• Quality/professionalism of website
• Speed-to-market (IT/webmaster bottleneck)
• 100% cloud-based and supported solution frees marketing /IT teams for other critical projects, projects that are central to their jobs
How to Overcome
How to Overcome
Typical On-Premise CMS Cloud CMS
Application License $ 49,000.00 $ 47,375.00
Application / Webserver / Firewall - Hardware and
stack licenses $ 20,800.00 $ -
Server Configuration & Maintenance Labour $ 125,000.00 $ -
Training $ 3,400.00 $ -
Business User Support $ 21,600.00 $ -
Total $ 219,800.00 $ 47,375.00
3 Year Cost of Ownership
.
4. “We’re Not Ready to Redesign our Website!”
• Many factors impact an organization’s readiness for a full website redesign:
• Organizational/structure change
• New senior leadership in marketing
• Rebrand process
• Budget restrictions and cutbacks
• Competitive positioning
• Choose a CMS that is flexible, allowing you to update templates to your site as you go
• Having a new CMS before the redesign can actually benefit you. For example, you can use your new CMS to test different versions of your brand messaging
• With a Cloud CMS, you can migrate your existing content and be up and running in just a few weeks
How to Overcome
.
5. “I’m Scared that Integrating with Our Current Systems Will Be too
Complex”
“My team has been using the same CRM system for years, and it’s working well. If we switch to a new CMS, what will happen? Do we need to implement a new CRM system?
How to Overcome
• Do you have in-house development resources to manage and maintain the integration?
• Look for a CMS with out-of-the-box bidirectional integrations for popular systems
• CRM systems
• Google Analytics
• Google Website Optimizer
• Social media integration
• Don’t believe traditional (on-premise) vendor FUD: Cloud CMS are just as easy to integrate via Web Services API
6. “I’m Nervous That a New CMS Will Take Forever to Implement”
“ We have a pretty aggressive marketing plan for the year, and we can’t afford to lose time in a lengthy deployment.”
How to Overcome
• Setting up an on-premise CMS can be complex, and for the first time, a learning curve is inevitable
• With a cloud CMS, you don’t have to worry about this setup process; experienced and trained professionals take care of it for you. We could have it done today for you!
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7. “Choosing a CMS Requires a Large Financial Investment”
“Implementing a new CMS is a significant financial investment – what if we make the wrong choice?”
How to Overcome
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-9
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-1
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SaaS CMS
On-premise CMS
TIME
VA
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Cloud vs. On-Premise CMS
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8. “I’m Concerned About Making the Wrong Choice”
“
“Alot of CMS’ out there have many impressive features – I’m scared that I will make the wrong choice.”
How to Overcome
• Forget the “Feature Fest” - focus instead on selecting a CMS that excels in those functions you need most
• Remember the “80/20” rule – concentrate on the 20% of functionality that you will be using 80% of the time. For example, many marketers need to quickly publish and track web content and email campaigns.
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9. “I’m Uneasy About Having to Use a Brand New Tool”
“It’s already taken some time for my team to get used to finding their way around our current CMS. Now I have to ask them to start all over again?”
How to Overcome
• There’s a difference between technical and user support – look for a CMS that has user support and training built into the cost. Both of these will help marketers do their jobs better
• Ask vendors to show you how the CMS will make your day-to-day tasks easier
• Ask how long training takes / costs – probably proportional to product complexity
• Is help documentation context sensitive and available online?
S
UMMARY
Marketers often express a similar string of concerns and apprehensions around choosing a CMS:
• Fear of change, commitment and the possibility of making the wrong selection
• Fear of a lengthy, complex deployment and the financial/infrastructure burdens that occur as a result (i.e the open “can of worms” argument)
• Yet, making the choice is essential to your web marketing success! Arm yourself with knowledge before you make your selection – this is an essential way to mitigate these risks
• Do research, and ask vendors to provide resources that will guide you towards finding the “best fit” CMS for your business
Kick-Starting the Process for Your Organization
How to Begin
1. Determine Who Will Be Part of Your “Decision Team” • Could be cross-departmental• Keep as small as possible, ensuring that relevant stakeholders are
included
2. Identify Your Objectives• Will you be doing a redesign?• What pain points is this new CMS aiming to solve?• Be as clear and detailed as you can, as it will save much time later
in the selection process
3. Audit Your Current Process• Consult internal sources to determine what your current process is.
Some questions to ask:• How efficient is our current workflow and approval process?• How long does it currently take to make updates?• Are there secure pages and need for user permissions?
Kick-Starting the Process for Your Organization
4. Gather Info on Potential Vendors• Some touchstones :
o Level of usabilityo Is there a staging environment?o How much training do we need?o Deployment timeframe and cost
5. Prioritize Your Selection Criteria• Decide what will be the most important factors in your decision, and
rank them in order of importance (i.e cost, time to implement, usability, etc)
6. Decide!• Build a “matrix” of the shortlisted CMS, and their essential
features/benefits • With your decision team, make your selection
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Q & A
Richard Sharp, VP [email protected]
Tammi Couto, Business Development [email protected]
DM us on Twitter www.twitter.com/Marqui_CMS or www.twitter.com/therealstationx