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3mo

Poor web estate management tools and processes can leave a business in dire straits… Often overlooked or mismanaged, the website should be at the very heart of business' digital transformation strategies, but more times than not the question is asked, ‘who owns the website - IT or marketing?’. A poor functioning CMS can cause huge problems for an organisation, as does the question of accountability in terms of who manages this tool. 47% of the marketing and IT respondents of our latest survey admitted they are unsure of how many people have access to their site and/or who has the ability to upload content. Find out what our CRO, Gary Roberts, has to say about how organisations can settle this age-old dispute and get their web estate management back on track. #MarTechIssues #DigitalTransformation #WebsiteManagement

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OK. So in terms of who owns the website, this is an age-old question that has been heavily debated at events and conferences I've been to. The ownership is definitely both IT and marketing. It's absolutely key that both functions are are tightly engaged to deliver and have the right tools to deliver a compelling experience online. I read a lot recently about the website being the core of digital transformation and yet I see organisations ignoring the key issues of the website. We all know the examples of organizations who missed the original digital transformation journey around organisations like Blockbusters, Videos, HMV and Kodak, and that risk is still real. So effectively, your website is your shop window, and from my old days in retail, the shop window was all about stopping your passersby from passing by. But we see a lot of really bad examples that can ruin customer satisfaction and brand reputation and indeed customer loyalty. It's interesting that from a a recent study of over 500 marketing and IT professionals, 47% were actually unsure who internally can actually access their site, which is of course a major governance issue. So in terms of how a poor web environment impacts business, what we see is typically a slow performance, security vulnerabilities, weak customer experience. And every single respondent from our study says they suffer with vulnerabilities of performance vulnerabilities around security issues, around government and around poor UX. The reality is if they lose trust in the website, eventually people will lose trust in the brand. And often been asked in terms of, OK, what's the solution to this And everything we hear, all the discussions we have the way forward is a closed source composable content management system that offers enterprise security and ease of use that leads to speed of message to market, which is key. And of course one that provides tools that allows IT and marketing to work collaboratively together.

3mo

Poor web estate management is the root cause of so many challenges for businesses. It's also a particularly expensive mistake to make. Getting it right starts with a strong and secure CMS. It makes teamwork and success that much easier 👏

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