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In The News

A Competitive Review, Run by The Real Story Group


20-Feb-2019 | Campaign Live | "Fig to Elevate 'Thoughtfulness' of Children's Hospital Colorado"

Fig has been hired as the brand, creative and media AOR for Children’s Hospital Colorado, with the goal of elevating the medical network’s reputation. 

The new brand campaign will focus on the hospital’s skills and expertise, as well as its pediatricians and pediatric specialists - rather than pulling at the heart strings or using scare tactics.. Read More.

Jarrod Gingras on Choosing the Right Digital Technology and Vendor


12-Feb-2019 | CMSWire | "10 Steps to Making Better Technology Choices"

Industry surveys repeatedly show that more than half of technology projects fail to meet their objectives — or just fail outright.

There are many reasons for this, but in my experience, most technology problems originate in the critical early stages of an initiative. Once the boat gets headed in a particular direction, it can be hard to steer it back on course.... Read More.

 

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.

See all media mentions.

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