Best Practices: WCM Adoption In External Web Sites

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.