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Ton Byrne on IBM's Sell-off to HCL


19-Dec-2018 | CMS Wire | "Why Did IBM Sell Lotus and Other Software Products to HCL? "

Earlier this month, IBM and HCL announced a deal worth $1.8 billion, in which HCL will buy a bunch of IBM software products. The transaction, expected to close by mid-2019, addresses a potential market of more than $50 billion.

Tony Byrne, analyst and founder of Real Story Group, has been watching and writing about many of these tools for the past 15 years. In his company blog, he outlined four take-aways from the deal:

 

  1. Declining toolsets
  2. Money in legacy
  3. Licenses
  4. Lines continue to blur.

    Read the full article.

Tony Byrne on What to Watch out for with Mass Aquisitions


12-Nov-2018 | Tech Crunch | "Enterprise Shopping Season Starts Early with Almost $50B in Recent Deals"

Mass Acquisitions

Black Friday may still be 10 days away, but shopping season started early in the enterprise this year. We have seen acquisitions totaling almost $50 billion in the last couple of months alone, topped by the mega $34 billion IBM-Red Hat deal two weeks ago. What exactly is going on here?
 
While not every deal has been for that kind of money, we are seeing an unusually large number of mega deals this year, something that some folks were predicting would happen when the big tech companies were allowed to repatriate their money as part of last year’s tax deal... Read More.

 

Tony Byrne describes the Best Way to Buy Marketing Technology


12-Nov-2018 | MarTech Today | "Building your MarTech stack: Try Design Thinking to Identify the Right Solutions"

Buying Marketing TechnologyTony Byrne thinks that technology should not slow marketers down. But, he says, many marketers feel just that. “Getting the right technology isn’t sufficient for digital success, but it is necessary to get the right fit,” Byrne, the founder of analyst firm Real Story Group, said Monday during a workshop he led on how to buy marketing technology at our MarTech Conference in Boston.

By using a deliberate methodology to choose martech solutions, Bryne said that marketers can get the kind of technology they need to meet their objectives.. Read More.

Tony Byrne explains Digital Transformation


24-Oct-2018 | CMS Wire | "What Should Your Digital Experience Stack Look Like? It Depends"

digital transformationAmid all the uncertainty around "digital transformation," one of the more clarifying developments of the past several years is understanding that delivering omnichannel digital experiences requires a stack of technologies. Yet reasonable people still disagree: What should that stack look like?

It Depends

Any DX stack should necessarily depend on the contours of your enterprise. For example ... Read More.

Tony Byrne on Selecting Content Technology


16-Aug-2018 | Content Marketing Insitute | "3 Ways You Sabotage Your Content Tech Search"

Tony Byrne, founder of tech analyst firm Real Story Group, says marketers have been relying on the wrong things to filter their content tech choices. He feels so strongly there’s a better way that he co-wrote a book called The Right Way to Select Technology: Get the Real Story on Finding the Best Fit.

Traditionally, Tony says, tech selection is made based on one of four problematic approaches:

  • Horse race – You choose technology based on static analyst-firm pronouncements about which tech vendors offer the most/best/newest capabilities without regard for what you’re trying to do.
  • Love at first sight – You’re enamored by the first tool you see and don’t consider other options that might fit better.
  • My Cousin Vinny – You choose a solution because you know another company in your market segment uses it; however, that company may not have the same content needs or use cases.
  • Happiness is a stack of warm binders – You spend a ton of time on developing tech and business requirements, loading them into spreadsheets, and weighting each factor mathematically; the problem, though, is that what looks like the solution on a spreadsheet may not work for people.

Tony Byrne explains Digital Experience (DXP)


16-Jul-2018 | CMS Wire | "Investigating the Cost, Integration and Other Realities of Digital Experience Platforms"

What (And Who) is a DXP Anyway?

But first, a semantics debate. The term digital experience elatform, you see, has some associated hype and untruths, according to Tony Byrne, CEO and founder of Real Story Group, who blogged about the matter in January.  “It doesn’t exist,” Byrne told CMSWire of DXPs in an interview this month. “It’s a made-up term foisted on gullible analyst firms by enterprise portal vendors seeking continuing relevancy and WCM vendors looking to escape the increasingly narrow functional confines of that marketplace." Byrne went on to say that digital leaders don't license a "digital experience platform." "People who actually work on these systems on a daily basis know that there is a difference between digital experience as a mindset and collection of evolving methodologies," Byrne added, "versus the various sets of tools required to satisfy diverse customer needs in the digital world.” Read the complete article here.

Jarrod Gingras on HS DAM Takeaways


14-May-2018 | CMS Wire | "9 Big Takeaways from Henry Stewart DAM NYC 2018"

Looking for a DAM Tool? Start With User Stories, Not RFP Checklists

Jarrod Gingras, analyst and managing director at Real Story Group stressed the importance of documenting your company’s unique user scenarios and stories during a session titled “How to Select the Right DAM.” Gingras recommended using those as a guiding map during vendor selection process, instead of relying on request for proposal (RFP) checklists. RFP checklists definitely serve a purpose, but user stories provide the context for how features can solve specific use-cases. This lesson applies beyond DAM as well and serves as practical advice for any software procurement endeavor. Read the complete article here.

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Recent Press Releases

29-Aug-2018 - Real Story Group Publishes New Customer Data Platform (CDP) Vendor Evaluations

12-Sep-2017 - New Book Applies Design Thinking to Tech Procurement

31-May-2017 - New Research Charts Employee Experience Tech Landscape

13-Sep-2016 - Real Story Group Releases New Dynamic Marketplace Quadrant Generator

16-Aug-2016 - Real Story Group Research Finds New and Revived Vendors Disrupting Web CMS Marketplace

11-Aug-2016 - Real Story Group Partners with Rosenfeld Media to Publish New Book Series on Digital Technologies

01-Jul-2016 - New Research Finds Cloud Roiling the Digital Asset Management Marketplace

See all press releases.

MD