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:
Tony 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.
Amid 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?
Any DX stack should necessarily depend on the contours of your enterprise. For example ... Read More.
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:
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, 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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