{"id":4275818,"date":"2024-12-03T23:10:49","date_gmt":"2024-12-03T21:10:49","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/how-to-choose-a-cms-or-dxp\/"},"modified":"2024-12-10T03:22:45","modified_gmt":"2024-12-10T01:22:45","slug":"how-to-choose-a-cms-or-dxp","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/how-to-choose-a-cms-or-dxp\/","title":{"rendered":"How to choose a CMS or DXP"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tHow to choose a CMS or DXP\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tJonathan Whiteside\t\t
\n\t\tGlobal EVP Technology\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t3 December 2024\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n\n\tJust a few short years ago, the content management system (CMS) and digital experience platform (DXP) market was segmented nicely, with specialist products and clear-as-day differentiators.\u00a0<\/p>\n\t
Today is a different story.\u00a0

DXP\/CMS vendors are chasing a diminishing number of customers looking to replatform. They all want to say “yes” to every requirement, so they\u2019ve added every feature under the sun. Now, they\u2019re all increasingly <\/em>similar, <\/em>clouding the market and making DXP\/CMS selection difficult.\u00a0

The vendors who stand out have developed products to solve specific problems or added features that extend the usage of their core platform\u2014but it can be difficult to discover this.

When choosing a content management system this year, don\u2019t look at core functionality. Instead, consider your team\u2019s internal processes, specific scenarios, and future initiatives. You need a thoughtful DXP selection process that includes an internal analysis of what you are trying to achieve by making this large investment.\u00a0\u00a0

As a global digital agency, we have experience with all the leading DXPs and CMS, so we understand what matters\u2014and what doesn\u2019t. This guide will walk you through how to choose a CMS or DXP, what the market has to say, and our proven consulting methods.\u00a0\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tDo you need a DXP or a CMS?<\/p>\n\tIt can be difficult to know whether you need a DXP or a CMS. Each can be equally effective depending on what you\u2019re looking to achieve.\u00a0

What is a DXP?<\/strong>

A DXP is a one-stop-shop for marketing and commerce teams, so it\u2019s great if you want to streamline your work within one single system. Imagine one login with access to every feature your team needs, from conception to measurement\u2014no third-party tools necessary.

What is a CMS?<\/strong>

A CMS focuses purely on content management and publishing capabilities. You can combine a CMS with other with best-of-breed systems to assemble a custom suite. This may be beneficial if you have specific needs and requirements for managing content or existing tools you want to integrate with.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tA cyclical pattern<\/p>\n\tYour IT team might have a strong opinion here. For example, they might require composable tools because that\u2019s their tech culture\u2014and that’s perfectly fine.\u00a0

As mentioned, DXPs and CMSs compete for the same accounts. So, many have started copying each other\u2019s features and functions to acquire new business. Special features and industry expertise matter less than they did a few years ago.\u00a0

We see a cyclical pattern of brands bouncing between DXPs and CMSs. Often, a business will use a DXP for a few years and then remark on the lack of ROI. They\u2019ll unbundle their software platforms until they\u2019re swimming in too many tools. After another couple of years, they\u2019ll go back to a DXP before the cycle continues.

Sometimes this happens naturally, typically due to team changes and tech advancements. But you can mitigate the constant back and forth with a thorough implementation strategy.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n
\n\tMajor DXP & CMS platforms<\/p>To get a feel for your options, you should explore a few methods. You\u2019ve probably heard of the major players in your industry, so you can start by reviewing their marketing websites, success stories, and use cases.\u00a0

For a reputable third-party perspective, we always recommend industry analysts like Forrester and Gartner. In our experience, their analysts are pretty on the nose regarding rankings and reviews. At DEPT\u00ae, we also have strong opinions (loosely held), which has led to the creation of our very own DEPT\u00ae radar for DXPs.\u00a0<\/p>\n\tLEARN ABOUT OUR PARTNERS<\/a><\/div>\n\n
\n\t<\/div>\n\n\n\t\n\t\t\t\t\t\n\t\t\t\n\tDEPT\u00ae DXP radar<\/p>\n\tDEPT\u00ae radar selects DXPs and CMSs based on the following criteria:

– Content creation, distribution, and measurement are the most challenging and effective marketing initiatives for 90% of companies. So, platforms that help people with managing content, from creating it to measuring its effectiveness are winners.

– SaaS companies are continually merging with and acquiring one another. But not all companies integrate new products into a seamless experience. The companies that have integrated products successfully get a high rating from our team.\u00a0

– As shown in the chart, AEM and Optimizely are the winners for DEPT\u00ae. They’ve pushed the market forward around AI, content creation, and workflow tools\u2014the biggest challenges for many brands. That\u2019s not to say they\u2019re the best CMS platforms or DXP solutions for everyone, and brands should still be diligent in their selection process.\u00a0\u00a0\u00a0<\/p><\/div><\/div>\n\n\n\tHow to create your CMS\/DXP shortlist<\/p>\n\tNot long ago, we recommended using a value proposition canvas to understand your business capabilities, user needs, and tech stack demands. As platforms\u2019 capabilities converge, however, you must consider more nuance in your selection process to make an informed decision.\u00a0

To choose a CMS or DXP in this sea of sameness, your team should complete three core activities: prep questions, brief creation, and philosophy alignment.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tPrep questions<\/p>\n\tHow will you measure the success of a new CMS\/DXP?\u00a0<\/strong><\/strong>

Why does your business need a new CMS or DXP? You\u2019ll want to answer this with specific KPIs in mind to measure impact down the line. Perhaps your objectives are internal, e.g., increasing your team’s efficiency by 30%. Perhaps they\u2019re external, e.g., improving conversion rates.\u00a0

We recommend finding two to four north-star KPIs you’d be delighted to realise within X months.\u00a0

Does your IT team have a strong preference on architecture?\u00a0<\/strong>

Do you want a single platform that does it all? Or do you prefer a composable architecture setup?\u00a0

It\u2019s not that one is better than the other. But some IT teams have strong opinions here, and it\u2019s important to consider them when deciding. Generally speaking, a composable approach requires about 30% more engineering effort and time to implement.\u00a0

Does the system need to be open-source or cloud-based? These pre-determined decisions might limit you to a small list of options.\u00a0

Which teams will support this, and what are their skill sets?<\/strong>

Think beyond today and visualise your organisation in six months. And then in two years. What does your future organisation look like? We often see DXP migrations due to changes in organisational structure, e.g., reducing headcount. How will an organisational change or reduction affect the needs of managing a CMS\/DXP?\u00a0

Do you need an accelerator?\u00a0<\/strong>

For many teams, time to market is the<\/em> deciding factor.\u00a0You might be unable to afford a nine-month timeline to implement a new platform and experience. That\u2019s where accelerators come in: programs created by DXP and CMS companies to move migration forward much faster than typical.\u00a0\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tBrief creation<\/p>\n\tWork out specific tasks beforehand\u00a0<\/strong>

Here\u2019s where it starts to get good.\u00a0

Think about your team’s most important tasks. These could be the most difficult tasks that occur occasionally or the most common tasks you see each day. For example, perhaps you launch new products every few months, which requires a lot of coordination and effort. Or maybe you have to translate written content multiple times per day.\u00a0

Whatever these essential tasks are, document what is unique about them and what you want to achieve during production. Create a detailed brief for each, including the objective, pain points, and ideal scenario. In our experience, you\u2019ll want around five highly important tasks.\u00a0

Using these briefs, demo around\u00a0<\/strong>

When you first chat with CMS\/DXP companies, ask them how their solution handles or solves your specific tasks.\u00a0

Instead of a generic demo, have each platform show you exactly how their software handles each scenario.\u00a0

In our experience, this is more helpful than a list of requirements. Because all platforms have similar features, you\u2019ll get a \u201cyes, we can do that\u201d for all your requirements. But binary functions won\u2019t help you make the right decision for your team. You need to see how specific scenarios play out and whether they align with your team\u2019s work.\u00a0\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tPhilosophy alignment<\/p>\n\tConsider the background, focus, and direction of top CMS\/DXPs<\/strong>

It can be helpful to consider why a certain DXP company was founded in the first place, especially if you\u2019re stuck between a few great options.\u00a0

For example, Adobe has historically been all about creating content. Photoshop, InDesign, and its recent try for Figma all support the mission to make content creation easier and more innovative.\u00a0

On the other side, Optimizely was founded to optimise content for efficiency. Not only do its external marketing tools support and emphasise A\/B testing, but also its internal workflows.\u00a0

Finally, Acquia was initially built on Drupal, an open-source platform, to support institutions requiring open-source technology.\u00a0

Understanding focus areas may help you see where these companies are trying to go and which future updates they’ll likely prioritise.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tDon\u2019t let these factors hold you back\u00a0when choosing a CMS<\/p>\n\tSome teams fixate on not-so-important factors. Don\u2019t let that be you during your selection process. Watch out for:\u00a0

Pre-conceived notions about cost: <\/strong>In our experience, pricing isn\u2019t the differentiator it used to be. Don\u2019t get stuck on pricing til you\u2019ve spoken with each product\u2019s sales team.\u00a0\u00a0

Only considering leading DXPs<\/strong>: The Gartner and Forrester reports may lead you to assume only a few \u201creal\u201d DXPs are worth considering. These reports are good starting points, but don\u2019t assess all options in the market.

Rigid long-term thinking<\/strong>: Change is constant and requires your architecture to be scalable and adaptable. If flexibility isn\u2019t baked into your technology stack, your organisation loses its business agility.

Siloed decision making<\/strong>: Choosing a DXP does not take place in a vacuum. Your whole organisation must be able to work well with the system selected, so consider the various business processes and requirements with a multidisciplinary team.\u00a0

Requirement overload: <\/strong>Generally, there are rarely more than ten key selection criteria. Writing too many requirements will make it much harder to find the right solution.\u00a0

Second system syndrome<\/strong>: It\u2019s common for businesses to focus on the functionality of their existing DXP without considering the full breadth of opportunity in the market. Define requirements using the MoSCow prioritisation technique to identify what you must, should, could, and won\u2019t have. Then, you can explore how different solutions may add value.

Selection is not implementation<\/strong>: Making the right choice is only the start. Implementation is a whole new project that demands a careful transition.\u00a0<\/p><\/div>\n\t\n\t<\/div>\n\n\n\tDEPT\u00ae can help you select & implement a DXP<\/p>\n\tA new DXP or CMS is not just a technological upgrade. It’s a strategic enabler that underpins your efforts to become agile, customer-centric, and innovative in today\u2019s evolving digital landscape.

DEPT\u00ae maintains partnerships with a wide range of platforms as an agnostic agency, ranging from comprehensive best-of-suite DXP to composite DXP with headless CMS. From there, we assess your needs and capabilities and choose a CMS or DXP that best suits you.<\/p><\/div>\n\t\n\t<\/div>\n\n\n\t
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