For Content & Collaboration Professionals

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Executive Summary

High-cost, resource-intensive Web content management (WCM) projects supporting external Web sites leave many organizations dissatisfied. While poor technology selection contributes to the frustration, the biggest problems afflicting WCM projects result from people and process issues. Through interviews with IT managers and marketing professionals in enterprises, as well as vendors and third-party consultants, Forrester identified three best practices in external Web site WCM adoption. Enterprises that kept stakeholders engaged throughout implementations, used pilots strategically, and simplified functionality where possible launched sooner, found greater acceptance, and expressed greater satisfaction with their WCM initiatives.

TABLE OF CONTENTS

• Enterprises Get Serious About Second-Generation WCM Initiatives . . .
• . . . But Face Numerous Factors Limiting The Success Of Large WCM Projects
• Demonstrated Best Practices Engage Stakeholders And Stress Simplicity
• Best Practice No. 1: Engage Stakeholders Throughout The Project Life Cycle
• Best Practices No. 2: Use Pilots As A Tool For Evaluation And Learning
• Best Practice No. 3: Keep It Simple Throughout The Initiative
• Forrester's Next Practices: Govern, Develop, And Deploy Effectively
• Identify Your External Web Site WCM Challenges
• Supplemental Material
• Related Research Documents

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