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Analyzing the 2013 Forrester Wave on WCM

With a copy of the new Forrester Wave™ on Web Content Management in hand this morning, I captured my reactions to the results, and to the changes since the last Wave™ in 2011. There were a few upward shifts (Adobe, Sitecore, Oracle), more downward movements (SDL, HP, OpenText, Ektron), as well as Acquia making its… read more >

pinghead

When Did Marketing Become IT?

The process of marketing is changing. Yes! we finally understand this now. The need to deliver on Peter Drucker’s promise of marketing as “the distinguishing, unique function of the business” is becoming self-evident. As such, the skill of marketing is one that is pervasive throughout the entire organization. As Drucker  said, “leadership is a marketing… read more >

Digital Clarity Group

Inbound Perspective Helps Marketers Channel Their Inner Customer

As I get ready to co-host and speak at next week’s Inbound Marketing Summit (IMS) in New York I’ve been thinking a lot about the “state of Inbound Marketing,” especially since that’s the subject of one of the panels I happen to be moderating.  It’s been a few years since the inbound movement arrived on… read more >

one-year cake

One year later… Now, with a little more clarity

This past year has been an amazing start to the Digital Clarity Group journey. We have grown into an incredible team of ten strong members, all contributing to the same vision, based on a worldview we hold in common. We’re physically spread across the world, but we’ve grown into a tight-knit family, and I couldn’t… read more >

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The simplest example of effective personalization

Personalization is a vital part of user experience. If done well, it molds volumes of content and data into a concise, meaningful message. It cuts out the annoying irrelevance and makes customer journeys easier. Amazon does it. Facebook does it. Google does it.  And so should you! Or at least this is what your customers… read more >

Villain SnakesFear

What’s in a Name?

That which we call a rose By any other name Would smell as sweet… Not the case when speaking about Service Providers/Digital Agencies/Systems Integrators. These firms are committed to their selected nomenclature (often for good reason), and will correct anyone who calls them otherwise. With so many different services offered, there is a lack of… read more >

Dirty yoga dude

Flexibility really is what it is cracked up to be

Can’t touch your toes? Afraid stretching is going to hurt? You’ll never know til you try. And even if you can’t reach below your knees today, with some effort and perseverance you’ll be doing gorilla in no time. Same can be said for evolving a company’s intranet; it’s not easy, and it takes time, it… read more >

Digital Clarity Group

Reaching Distracted Customers with Targeted Rich Media

As organizations look to harness the full potential of social and mobile channels and data in their customer engagement plans, one question dogs even the most well thought out strategy: will they notice? Consumers have never been more distracted, with new social options, second screen apps, and networked devices.  For B-to-B organizations looking to reach… read more >

security-blanket-schroeder

IT’s security blanket hampers response to digital disruption

Remember fear and trembling in the face of open source software (OSS)? Circa, say, 2006 — as the OSS vendor space was exploding and early adopters were revealing measurable benefits and impacts — the prevailing attitude among enterprise IT departments was still . . . resistance. A familiar flock of anxieties about OSS solutions were… read more >

Don't miss the boat

Why won’t those dinosaurs ever change?

Have you asked, “why can’t those dinosaurs get it, why can’t they see that [Digital or Social or Big Data or your preferred new approach] is the future of sales and marketing?”  If so, this post is for you. As a C-level executive coach for nearly 30 years, I know something about how to help… read more >

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