Earlier this week, we released the latest version of our Digital Workplace & Marketing Technology Vendor Map.
The Big Picture
Many themes persist in this latest version (and I'll get to those below), but in the meantime, I'll answer what an RSG subscriber asked me when she first saw this latest version: "What's the big picture?"
There is no single Digital Workplace or Digital Marketing platform.
You simply cannot purchase a single product -- or even a single suite -- that will give you everything you need. That means that a workplace or marketing leader has to be conversant in several technologies, and your enterprise needs a strategy around how the different pieces will fit together.
Some technologies -- like portals, mobile and WCM -- apply to both digital workplace and customer engagement architectures.
But the way you'd use them can differ dramatically on whether the key stakeholder is an employee or customer/partner. And that's why most enterprises employ different solutions for internal- vs. outward-facing use cases.
What Is Old Is Still New
Some older trends persist...
These are highly fragmented marketplaces.
Sure, some vendors get "hot" for a year or two, but in all these marketplace except perhaps enterprise portals, no vendor can claim more than 5% marketshare overall. You have a lot of choices -- many of them good choices -- but you want the best-fitting choice, and our evaluation research will help you sort that out.
Most innovation happens at the periphery than the center.
Microsoft has largely abandoned digital marketing use cases, while IBM, Oracle, and Adobe have tended to buy innovation, rather than grow it themselves.