Thursday, September 6, 2007

To grow or not to grow?

Earlier this week I had a chance to listen and talk with Mr. Mårten Mickos in Helsinki. He presented a very good question, a question which I often bounce with customers: "What's your company's purpose, are you going to grow or make a profit?". More and more I spend time with customers thinking about how search engine marketing and websites can help finding the new customers and making the sales. It's easy to agree when Mårten said: "The market is online. The production force is online. Globally."

Especially if you're in the software business, as we are. Mårten replied my question and said that CMS markets are very fragmented, mostly because Content Management Systems are not mission critical software in the companies. I thought about it for a while and now I must partly disagree. Here's couple of points why:
  • with help of search engine marketing websites are lead generators 24/7
  • some companies sell their products or services online 24/7
  • websites may have discussion forums handled by CMS
  • content management systems may be integrated to ERP or CRM systems
  • companies may use extranet-services for their resellers worldwide
  • intranet solutions may be handled by CMS and they may be very crucial for day-to-day work
For me and my company's sake, I just hope that internet marketing is becoming more and more business and mission critical in the near future. And I hope we'll soon have very good case studies about growth to show off even here. Next week I'll give a report from Stockholm's Web Analytics Tuesday.

3 comments:

  1. Im not sure if Web-CMS is becoming mission critical in the same way as ERPs are. Maybe as a marketing point of view Web-CMS with Web analytics might become a key system, but not anything bigger than that.

    Content management is the new ERP (for next 10 years or so), but Web content management is just a small part of it for most large companies.

    The really interesting question is that can Web Content Management become a branch of it's own? Currently many large companies are trying to solve all of their content management challenges with one single system and when that happens web content management almost always suffers...

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  2. I have thought about this in general and more philosophical level: what's is content management overall and what is the content management system (with web or without it)? Terminology is difficult.

    If web content management will stay alive and if they will be integrated to other systems, then they are mission critical, in my opinion.

    Regardless of the content management, web analytics is and will be crucial to any company using web to help their business. Dennis
    said it
    very well.

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  3. AFAIK it all depends who you are and what you are doing with your business. If your business is based on web presence, then CMS might very well be business critical solution. If you loose your presence, due to malfunction of CMS, you'll loose your business and suffer financial remedies. On the other hand, and this is what people in web development face almost every day, if your business does not collapse due to malfunction of CMS and your bruises are more on credibility side rather than on strict hard core monetary issues, then CMS (for you) is not a business critical system. Customers very often want to see their web presence as a business critical issue, for reasons unknown to me.

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