How to Make the Argument for a New CMS: Gartner Report Sneak Peek


At Brightspot, we speak with CMS users every day, and we often hear about the frustrations they have using legacy CMS platforms. While they’d love to upgrade to systems that would enable them to publish faster, gain more control over the look and feel of their websites and distribute content to any and all channels, they recognize how challenging it is to secure executive and financial backing.

We’ve also talked to plenty of folks who’ve successfully convinced their companies to replatform, and it turns out they all relied on the very same approach: They first built a bulletproof business case for how a new CMS would drive business value for their organization.

Often overlooked, this crucial tactic must be your initial step in the evaluation process of a new content management system. After all, outlining your business case is the most strategic way to generate excitement for the project and garner much-needed buy-in.

As a former analyst, I've always found it useful to rely on independent insights when making software buying decisions. While we’ve aided many of our prospects and customers in creating compelling business cases for new CMS platforms, few companies influence more buying decisions than the leading research and advisory company Gartner. That's why we licensed a report from Gartner to provide expert insights into how to make a successful case for a new CMS.

Below are highlights from our complimentary Gartner report: Six Steps to Building a Bulletproof Business Case for WCM.

How to Make the Argument for a New CMS

How to Build a Bulletproof Business Case for a WCM

The web content management (WCM) market includes many attractive offerings that can contribute decisively to the success of your business or organization. But recollection of past difficulties setting up WCM systems often inhibits organizations' adoption of the new wave of offerings. This has led to some grander strategies being converted to mere tactical steps or, worse still, inaction. As a result, many WCM strategies fail to fulfill their potential through the absence of executive sponsorship and appropriate funds.

Gartner's six-step framework will help you avoid these pitfalls and set you on the path to securing the executive and financial backing required to propel your digital business forward.

Step 1: Analyze the Interests of the Decision Makers

Concentrate on the longer-term objectives of your organization, and ensure your target audience for the business case has a stake in these goals. Your audience's individual and respective success will, in some way, be linked to meeting these objectives.

Step 2: Develop Your Vision

In this step, you will identify core components of the overall solution architecture. You are likely to already have WCM capabilities in place. Your vision will therefore take current functionalities into account and highlight why they need to be updated or replaced. You should also consider the more significant migration-related components that will require attention, such as a replatforming or possible rationalizations and consolidations.

Step 3: Develop Your Plan for WCM

Next comes a methodical but none-too-rigorous approach to establishing approximate values for the key parameters of your vision. It helps ground the vision and provides essential information for your business case, such as expected required investment, expected return, as well as total cost of ownership after a given number of years. This step also ensures the provision of facts and examples that add credence to your WCM vision and support the related assumptions. At this stage, you can produce sample calculations for different or optional variants of the WCM solution that you will later define.

Interested in reading the rest? Download the free Gartner report, courtesy of Brightspot, to learn the full six-step process to building a bulletproof business case for WCM.

About the Author
Josh Martin is the Vice President of Marketing at Perfect Sense. He has spent nearly 20 developing, launching and crafting positioning for a wide variety of products. He has advised some of the world’s largest companies on successfully competing in a digital world.
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