Executive Summary (This is a document excerpt)

Few enterprises map out long-term strategies for the feature sets and application integration points that Web content management (WCM) offers. While organizations have mastered content management basics like static publishing, more advanced content delivery features leave many flummoxed. The upshot? Information and knowledge management (I&KM) professionals miss opportunities to treat WCM as critical plumbing rather than as an application silo, and they fail to see how WCM fits in to a broader persuasive content architecture. I&KM professionals should use Forrester's WCM maturity model to classify their firms into one of four stages and use that evaluation to drive conversations with marketing, eBusiness, and operations leaders to clarify short- and long-term WCM priorities.

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