We’ve been delving into enterprise content management (ECM) technologies as prelude for discussing how we treat “content” in INTOUCH®, our new customer communications management (CCM) software. Software vendors and enterprise leaders need to understand that ECM is evolving rapidly (we’ve written several posts on this topic), and that technology choices made now will impact how smoothly organizations will be able to adapt their content management and digital experience delivery systems to the new way of doing things.

With the explosion of marketing technologies (martech) in recent years and more and more of the responsibility for customer experience (CX) management falling under the marketing umbrella, marketing leaders find themselves increasingly involved in the technology purchasing process. Some CMOs are working more closely with CTOs and CIOs. Others are morphing into CMTOs (chief marketing technology officers) because tech has become such a central piece of modern enterprise marketing. For this reason, understanding how customer experience delivery software is designed and deployed is going to be a pretty big deal moving forward. It’s not just IT leaders’ responsibility anymore.

We’ve been taking a look at Gartner’s strategy planning guide for IT leaders responsible for defining content strategies and selecting tools for customer experience management and delivery, “Content Management for the Digital Era: Rethinking Strategies Beyond 2016.” Analysts Karen M. Shegda, Karen A. Hobert and Hanns Koehler-Kruener make several recommendations in this report.

The Gartner report, “Content Management for the Digital Era: Rethinking Strategies Beyond 2016,” is a strategy planning guide for IT leaders who are responsible for defining content strategies and selecting tools for customer experience management and delivery. Let’s take a look at the recommendations Gartner analysts Karen M. Shegda, Karen A. Hobert and Hanns Koehler-Kruener make in this report. Their first recommendation was about moving from merely managing content to maximizing its use throughout your organization. You can read about that in Part 1.

The Gartner report, “Content Management for the Digital Era: Rethinking Strategies Beyond 2016,” is a strategy planning guide for IT leaders who are responsible for defining content strategies and selecting tools for customer experience management and delivery. Let’s take a look at the recommendations Gartner analysts Karen M. Shegda, Karen A. Hobert and Hanns Koehler-Kruener make in this report, starting with the first one: moving from merely managing content to maximizing its use throughout your organization.

Are you an enterprise IT leader tasked more and more with defining institutional content strategies and selecting tools for content management? If so, you’re very likely finding that you’ve had to re-evaluate your approaches and strategies as content management grows ever more complex, crosses diverse business units and functions, and evolves with the adoption of multiple platforms and tools spread throughout the organization. And you’re not the only one seeing these trends.