Organizations in the market for a digital experience platform (DXP) over the next two years can expect to spend more effort and money after they select a vendor. The selection process is only the beginning.
Tony Byrne of Real Story Group contends DXPs don’t exist. “There is no marketplace here, because no enterprise digital leader in her right mind would actually purchase ‘digital experience’ as a platform,” ... Read More.
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.
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.
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.
When asked to describe the most significant advances in the digital workplace arena, Byrne highlighted two areas. The first is the rise in “lightweight team communication services like Slack.” The second is "a growing awareness everywhere-not-named-Redmond that employee digital communities, properly facilitated, can deliver serious business value."
For Byrne, the biggest disappointment related to digital workplace tools centers on knowledge management (KM). “There’s a general lack among the major vendors to evolve real business applications for KM, communities, peer-answers and other similar use-cases,” he said. “They are still just throwing features at us, and features in themselves don’t make the digital workplace more human-centric.”
Byrne will be speaking at CMSWire and Digital Workplace Group’s Digital Workplace Experience taking place June 18 to 20 at the Radisson Blu Aqua hotel in Chicago. He will give a workshop on June 18 titled, “The Right Way to Select Digital Workplace Technology.”
We spoke with Byrne about his thoughts on the impact emerging technologies are having on the digital workplace, employee engagement and the future of work. Read more.
Any strong enterprise technology selection will have a vendor demonstration somewhere in the process. Technology selection experts told CMSWire your technology selection team needs to be in control of the process, ensuring the vendor demonstrates the value of the tool for your specific business use case. And you must always be on alert, as Tony Byrne of Real Story Group suggests, “Avoid vendor sleight of hand where they show you something off-script to distract your attention from a shortcoming,” he wrote in a blog about vendor demonstrations.
We caught up with some practitioners who have been on selection teams and have helped others with their technology selections. They offer tips on making the most of your vendor demonstrations. Read More.
Will Jive and Lithium Mesh?
But can two former fierce competitors play well together, technology wise?
Technology companies that acquire competitors naturally run the risk of product duplication and therefore wasted resources.
Lithium and Jive have “substantial functional overlap,” according to Tony Byrne, co-founder and CEO of Olney, Md.-based Real Story Group.
He added in a blog post yesterday the partnership has “limited potential for combining modules and achieving ever-beloved 'technical synergies.'"
In the long-term, Byrne added, "vendors selling multiple products that do mostly the same thing is a story that rarely turns out well. One product becomes Cain and the other Abel."
Tony Byrne, founder and principal analyst at Real Story Group, who is usually skeptical about developing tech trends, is actually bullish about using AI in content management — but not without some caveats. He cautions that the usefulness of your Artificial Iintelligence effort is going to be related to the condition of your data.
“Those sorts of automation and cognitive services typically depend on a fairly organized repository of tagged (and ideally structured) content, which is often what you’re working towards in an ECM project in any case. The challenge comes for customers who have very messy repositories: AI/ML isn’t going to clean it up for them, and [these companies] will struggle to draw meaningful conclusions — garbage in — garbage out,” Byrne explained.
Byrne also warned that it’s early days and it’s going to take some time to get this right. “Customers just need to understand that software vendors themselves are still thinking in terms of potential and have not yet fully activated AI/ML services as specific applications. That means that [customers] today will need to do a lot of the experimentation and testing themselves. But I think it’s worth exploring, especially for sizable enterprises with more complex needs around large-scale document processing, knowledge management, records management and search tuning,” he said.
That is good advice for any developing technology, but especially worth keeping in mind with the unique needs of content management. That means finding areas where it would work best such as Box’s choice of image recognition. Over time, as AI improves and gets more deeply incorporated into CMS technolgy, we will begin to see more complex use cases.
As a long-time advisor to enterprise technology customers, Tony Byrne is keenly aware of how often the wrong choice of software dooms a digital experience project before it’s even begun.
For over 16 years, Byrne has led Real Story Group, an independent analyst firm which provides enterprises with research, tools and consulting advice on digital workplace and marketing technologies. Prior to founding RSG (formerly known as CMS Watch), Byrne worked in the software industry, where his roles included vice president in charge of engineering and production teams at IDEV, a systems integrator and digital design agency.
When working on procurement projects I inevitably made use of the excellent reports from the Real Story Group, recently enhanced through very effective interactive applications to help build vendor short lists. RSG consultants have considerable experience in guiding clients through the selection process and now Tony Byrne and Jarrod Gingras have written The Right Way to Select Technology, which is a masterpiece of information, knowledge and wisdom wrapped up in 174 pages of exceptionally-readable prose. In the introduction to the book they list out seven groups of people who should read this book, and probably their most remarkable achievement is that the way the book is written each of the groups will feel it has been customised to their specific needs.
"I've been watching this process with OpenText for more than a decade, and I think, in 2009, I called them 'The Roadmap Company,'" said Tony Byrne, founder of Real Story Group, a research and advisory firm in Olney, Md. "Every time [OpenText] acquires a company, they always have this story around innovation and synergy and a roadmap. It's a very nice story for the customer and perhaps OpenText believes it, but it very rarely executes on it."
The search implementation community has been trying to inject some much-needed reality into the search business to counteract the promises and pixie dust spread by analysts and vendors.
The catalyst for this reality check was the release of both the Gartner Magic Quadrant and the Forrester Wave reports on enterprise search (and insight and cognitive search) vendors. Charlie Hull, managing director of Flax, started the discussion, which I quickly followed with a three part post and then Miles Kehoe weighed in.
"Real Story Group founder Tony Byrne has published a thoughtful analysis of the value of industry analyst reports"
Digital customer experience (CX) and digital workplace technologies have crossed paths because businesses want to consumerize their employee experiences.
That consumerization is on a slow trajectory, though.
That was one of the themes presented by the Real Story Group in a webinar this week, “2017 MarTech & EmpEx Vendor Map: What Does It Mean?”
Tony Byrne, CEO and founder of the Olney, Md.-based vendor research and analysis firm, discussed trends for enterprise technologies in the areas of digital CX (i.e. web content management, marketing automation, CRM) and digital workplace (i.e. enterprise collaboration, human capital management). Read More.
The prime benefit of a pilot is to “try before you buy.” The key is for all the stakeholders (editors, marketers, designers, developers) to get hands on with the finalist solutions. With our clients, we have found that, more often than not, the CMS vendor who came in second after the demo round ends up winning the Proof of Concept (PoC) round: evidence that the proof is in the doing, not talking.
The best approach to a PoC is to do your diligence first and make it very clear that you are down to two finalists — so the vendor is invested in a real opportunity and not a fishing exercise.
Our standard PoC template for WCM platforms calls for a week-long pilot, though we have led some that are shorter and occasionally longer: it really depends on the complexity of the environment and the level of customer investment in the ultimate solution. A media firm for example (for whom content is their product), will want to do deeper diligence than a manufacturing firm looking to power their public website. Read the complete article here.