update 2010 topic overview enterprise content management

July 16, 2010

Update 2010: Topic Overview: Enterprise Content Managementby Stephen Powers for Content & Collaboration Professionals

Making Leaders Successful Every Day

For Content & Collaboration Professionals

July 16, 2010

Update 2010: Topic Overview: Enterprise Content Managementby Stephen Powers with Matthew brown and anjali yakkundi

ExECUT i v E S U M Ma ryEnterprise content management (ECM) continues to attract interest from organizations trying to manage the explosion of unstructured content. Enterprises want three things from ECM: to help make content more findable and more actionable; to mitigate content-related risks and aid compliance efforts; and to make content available for external constituencies, such as customers, partners, and prospects. The ECM suite remains the ideal for most IT organizations. But in reality companies use a variety of solutions from multiple vendors to handle business, transactional, and persuasive content. This topic overview report is intended to give readers a resource for links to Forresters latest thinking on ECM and adjacent markets.

Tabl E O F CO n TE nTS2 ECM: Why It Still Matters 2 Forresters Take On ECM 5 ECM Comes In Many Flavors 6 The Basics 6 Best Practices 8 Trends And Forecasts 8 Strategic Reading 10 Vendor And Product Selection 11 For More Information

n OT E S & rE S O U rCE SForrester compiled its most pertinent research on ECM to provide an overview of our research and perspectives on this subject.

Related Research Documents Collaboration, Search, and Compliance Drive 2010 ECM investments December 8, 2009The Forrester Wave: Enterprise Content Management Suites, Q4 2009 november 12, 2009 Transactional, business, and Persuasive Content: a better Way To look at Enterprise Content December 21, 2005

2010, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester, Technographics, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. To purchase reprints of this document, please email [email protected]. For additional information, go to www.forrester.com.

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Update 2010: Topic Overview: Enterprise Content ManagementFor Content & Collaboration Professionals

ECM: Why IT STIll MATTERS The volume and variety of unstructured content in enterprises continues to explode as organizations create documents, emails, Web content, rich media assets, and corporate records. Enterprises must create, distribute, search, tag, retain, and version all of these different types of content. ECM systems provide critical support for information workers who need to find content quickly, legal teams that need to retain content for eDiscovery and compliance purposes, and marketers who need to distribute content to external constituencies in multiple channels. The price for not investing in ECM initiatives? Lost productivity, increased risk, and lost revenue opportunities. FORRESTERS TAkE On ECM Due to the sheer number of content types, ECM serves a broad range of applications. But when Forrester clients discuss content, their use cases fall into one of three basic scenarios:

Transactional content. Content that is part of a business process, such as a mortgage

application or a faxed purchase order, originates outside the enterprise, and drives internal, back-office transactional processes.

Business content. Content that is created and shared among employees, like project meetingnotes or employee training material, that often originates internally, and gets distributed throughout the organization.

Persuasive content. Content, like videos and marketing collateral, that is delivered externally inorder to influence the behavior of external constituencies (see Figure 1).1 ECM continues to see strong demand. In a recent Forrester survey, 72% of respondents indicated that their company will invest in ECM in the coming year (see Figure 2). Many would like to source a complete ECM suite from a single vendor. But reality presents a different picture 50% of the companies surveyed have three or more ECM products in place (see Figure 3).2 Many vendors offer what they describe as ECM suites, but content needs vary widely. A single vendor may have difficulty supporting all of a firms ECM requirements. For example, life-cycle needs for a monthly bank statement greatly differ from life-cycle requirements for a promotional video destined for a Web site. Some vendors focus on supporting a portion of the ECM market, rather than its entirety. Organizations often approach ECM strategies in the same way. For example, they may source from one set of vendors for business and transactional needs, and utilize a best-of-breed solution for persuasive needs. Rarely does ECM technology act as a silver bullet, solving all a companys content problems. ECM strategies must provide guidelines on how IT will govern and manage content. This strategy should blend content-related technology, risk mitigation processes, and business needs. Unsurprisingly, many organizations dont invest enough in understanding business context: how information

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2010, Forrester research, inc. reproduction Prohibited


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workers and business processes use content. Understanding this context helps address a major challenge facing most ECM initiatives: adoption, or lack thereof. For this reason, content and collaboration professionals must understand content usage when developing an ECM strategy.3Figure 1 Transactional, Persuasive, and business Content Provides a More Complete ECM PictureSpectrum of enterprise content Transactional content Types of content: Scanned images Computer reports Forms Fax Corporate records Document correspondences Examples: Invoices Loans Claims Tax returns Technologies: Imaging E-forms COLD/ERM Document output management Workow/BPM Business content Types of content: Oce documents Web content Corporate records Messages Persuasive content Types of content: Web content Product catalogs Rich media Collateral Blogs/wikis Examples: Customer self-service eCommerce Multichannel marketing Corporate communications Channel extranet Technologies: WCM Personalization Campaign management DAM Web analytics Document output management Portal COLD/ERMSource: Forrester Research, Inc.

Examples: Sales proposals Technical documentation Employee training Business plans Contracts Technologies: Document management Records management Web content management Team collaboration Workow Portal

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Figure 2 Enterprises Continue To invest in ECMOver the next 12 months, how will your deployments or usage of ECM change? Will the number or deployments or usage . . . ? Dont know 8% Be scaled back 4% Remain the same 16%

Increase 72% Base: 170 global ECM decision-makers Source: Forresters October 2009 Global Enterprise Content Management Online Survey57374 Source: Forrester Research, Inc.

Figure 3 The ECM Suite remains More an ideal Than a realityHow many enterprise content management solutions are currently utilized by your rm?

Three or more 51%

One 29%

Two 20%

Base: 170 global ECM decision-makers Source: Forresters October 2009 Global Enterprise Content Management Online Survey57374 Source: Forrester Research, Inc.

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ECM COMES In MAny FlAVORS Forresters definition of ECM includes the components and features listed below (see Figure 4).Figure 4 ECM Technologies Cover a broad Content SpectrumContent analytics Analyzes and extracts meaning from content based on its contents, how content is created, where it is captured from, and how it is used in business processes Provides the core repository and archive environments for a host of unstructured digital information, including emails, documents, images, audio, and video content Oers basic support for the management and retention of content in a highly scalable manner Enables the creation, production, management, distribution, and retention of rich media assets such as audio, video, graphics, and images Manages the complete life cycle of higher-value documents, including functionality such as collaborative authoring, structured publishing workows, archival, and disposition

Content archiving

Content services Digital asset management (DAM) Document management (DM)

Document output for customer Creates, formats, and distributes large volumes of documents, including communications management on-demand (triggered by events), interactive (matching variable (DOCCM) data, such as customer data, with structure forms or templates), and structured (direct channel distribution on a scheduled and consistent basis) Enterprise rights management Imaging Message archiving On-demand DOM Records management (RM) Web content management XML content management and publishing57374

Establishes, applies, and enforces policies protecting and governing who can do what (open, copy, share, print) with messages and enterprise content Scans, captures, indexes, retrieves, processes, and archives digital images of documents and electronic forms Used to archive and retain messages from email and instant messaging and to improve mailbox management Creates, formats, personalizes, and distributes documents when triggered by events and with minimal human intervention Manages long-term retention and disposition policies, including applying legal holds on information deemed as corporate records Captures, manages, publishes, and delivers content to online channels such as Web sites, mobile devices, and email Manages and supports assembly of XML content for publishing into multiple output channels: print, Web, help le, and oine formatsSource: Forrester Research, Inc.


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ThE BASICS Forresters ECM research gives C&C professionals and other stakeholders an overview of ECM and the drivers behind this technology. These documents are essential to understanding this topic and are a great starting point for your organization. business Context: a better Way To Define an ECM Strategy Kyle Mcnabb and Craig le Clair Capture if you Can Sheri Mcleish Document Processing Services: Options For information Managers accelerate and Expand Craig le Clair and Kyle Mcnabb information Management 101 barry Murphy The Enterprise Content Management Dilemma: Point Solution Or Suite? Connie Moore, Kyle Mcnabb, and barry Murphy The Online Customer Engagement Software Ecosystem Stephen Powers The Persuasive Content architecture Craig le Clair and Stephen Powers The Web Content Management Maturity Model Stephen Powers Transactional, business, and Persuasive Content: a better Way To look at Enterprise Content Kyle Mcnabb and Connie Moore BEST PRACTICES Forresters best practices research can help you when youre considering or implementing ECM for your organization and can help you get the maximum value from your existing information. a Guide To Getting Started On your Web Content Management Project Stephen Powers

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best Practices: Mastering Output Options For Customer Communications Craig le Clair and Sheri Mcleish best Practices: WCM adoption in External Web Sites Stephen Powers and Tim Walters, Ph.D. ECM Systems integrators: Fit Matters Most Craig le Clair and Sheri Mcleish eDiscovery best Practices barry Murphy Five Myths That Hobble your intranet Tim Walters, Ph.D. Five Pitfalls To avoid in Web Content Management implementations Stephen Powers Four roles needed To Support Persuasive Content Management initiatives Kyle Mcnabb How To build a High-Octane Taxonomy For ECM and Enterprise Search Systems leslie Owens How To Drive Document Management adoption Kyle Mcnabb Making The Case For Web Content Management Stephen Powers People and Process Still Trump Product For Multilingual Web Content Management Tim Walters, Ph.D. Searching For eDiscovery Cost Control brian W. Hill and leslie Owens The Frugal Guide To Web Content Management Tim Walters, Ph.D., and Stephen Powers The rOi Of Correspondence Management Sheri Mcleish The rOi Of imaging Sheri Mcleish


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Understanding Who To Call For Help With your WCM Projects Stephen Powers Use ECM To Fire Up business Processes Craig le Clair and Sheri Mcleish Whats Holding back your intranet? Tim Walters, Ph.D. TREnDS AnD FORECASTS Trends and forecasts research gives you Forresters take on the future of ECM and how this technology will play a pivotal role in both your organizations and vendors plans in the coming years. believe it eDiscovery Technology Spending To Top $4.8 billion by 2011 barry Murphy Collaboration, Search, and Compliance Drive 2010 ECM investments Stephen Powers Give DOM its Due Craig le Clair How SaaS-able are Content, Collaboration, and Data Software Categories? Craig le Clair and Ted Schadler regulatory and eDiscovery Demands Drive a Growing Message archiving Market brian W. Hill Trends 2009: eDiscovery brian W. Hill Web Content Management Will Weave its Way into More Enterprise applications Stephen Powers STRATEgIC READIng Through extensive research, Forrester has learned that many firms struggle to develop strategies to deal with the exorbitant number of content challenges within an enterprise. In addition to ECM research, enterprises need to stay abreast of other technology changes and their impact on ECM strategies. The following research provides additional insight into the challenges that organizations face.

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a Day in The life Of a US information Worker Ted Schadler best Practices: reinventing The Corporate library leslie Owens Embrace The risks and rewards Of Technology Populism Matthew brown, Kyle Mcnabb, and rob Koplowitz Harness The Power Of Workforce Personas Ted Schadler How SaaS-able are Content, Collaboration, and Data Software Categories? Craig le Clair and Ted Schadler How To be a Hero: Develop an Enterprise Search Strategy Matthew brown ibMs Project vulcan Pushes The information Workplace Envelope rob Koplowitz and Tim Walters, Ph.D. Market Overview: Enterprise rights Management brian W. Hill and andrew Jacquith SharePoint Server 2010: an Evolutionary Step Toward Content-Centric Middleware rob Koplowitz SharePoint Success Will Take a village rob Koplowitz and Craig le Clair Social Computing Upends Past Knowledge Management archetypes Matthew brown State Of Play: The information Workplace Tim Walters, Ph.D. Text analytics Takes business insight To new Depths leslie Owens Topic Overview: information architecture Gene leganza Why Care about The needs and attitudes Of US information Workers? Matthew brown


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VEnDOR AnD PRODuCT SElECTIOn Knowing what to do is half of the battle; knowing who can help get you there is the other half. Through the Forrester Wave, market overview, and other product-specific research, we help you understand the relative strengths and weaknesses of vendors and their offerings as they pertain to ECM. Five additional Options To Consider For Web Content Management Stephen Powers and Tim Walters, Ph.D. identifying When To SharePoint, Or not, For business Content needs Kyle Mcnabb and Tim Walters, Ph.D. Market Overview: Digital asset Management Stephen Powers Microsoft SharePoint Muscles into The records Management Market brian W. Hill SharePoint 2010: a More viable Cloud Option rob Koplowitz SharePoint 2010: a viable Option For Persuasive Web Content Management? Stephen Powers The eDiscovery vendor landscape barry Murphy The Forrester Wave: Document Output For Customer Communications Management, Q2 2009 Sheri Mcleish and Craig le Clair The Forrester Wave: Enterprise Content Management Suites, Q4 2009 Stephen Powers, brian W. Hill, and Craig le Clair The Forrester Wave: records Management, Q2 2009 brian W. Hill The Four Decision Factors For Open Source Enterprise Content Management Stephen Powers

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FOR MORE InFORMATIOn Analysts To Watch Forrester is continuously researching, analyzing, and writing about changes and new developments in technology. To keep abreast of future Forrester research on the subject of ECM, you may want to watch for new research coming from the following Forrester analysts:

Matthew Brown. Matthew, a vice president and research director at Forrester, has more

than 12 years of experience advising clients in a wide variety of industries around the globe on knowledge management practices and tools. He helps clients define and measure the effectiveness of knowledge management strategies. His research covers areas including knowledge management program design, change management, specific tools and methodologies, and addresses broader issues such as the impact of Social Computing on past knowledge management approaches.

Brian W. Hill. As a senior analyst, Brian is a leading expert on eDiscovery, archiving strategies,records and retention management initiatives, and ECM endeavors.

Rob Koplowitz. As a principal analyst, Rob leads Forresters research in the areas of basic

content management, instant messaging, blogs, and wikis as they relate to enterprise usage, as well as the emerging trend of using Microsoft Office as a front end for line-of-business information and processes.

Craig Le Clair. Craig is a principal analyst at Forrester. His technology coverage areas includedocument output for customer communications management, document imaging, and document-centric BPM.

Sheri McLeish. Sheri is an analyst covering desktop productivity solutions, browsers, andaspects of ECM, including information capture. Sheri helps enterprises understand their enterprise productivity tool needs in order to establish content strategies.

Leslie Owens. Leslie is a leading expert on enterprise search, classification, and controlledvocabularies. Leslie helps enterprises improve access to information through strategic application of technology and guidance on process.

Stephen Powers. As a principal analyst, Stephen is a leading expert on general ECM, as well asWeb content management and digital asset management. Stephen helps Forrester clients build content management systems to implement information management strategies and improve multichannel customer experiences.

Tim Walters, Ph.D. As a senior analyst, Tim is a leading expert on intranets, portals,globalization, Web content management, and Microsoft SharePoint as a content and collaboration platform.


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Research help Desk Research specialists in Forresters Research Help Desk collaborate with Forrester analysts to compile these Topic Overviews for selected areas of Forresters coverage. If you have additional questions about this topic, please contact us at [email protected], and we will respond to your question within 36 hours. Research Alerts To be notified when a new document is published about ECM or by any of the analysts listed above, set up a Research Alert. EnDnOTES1

Content and collaboration professionals should consider content use when developing an ECM strategy and evaluating vendors by looking at content from three perspectives: transactional content, business content, and persuasive content. See the December 21, 2005, Transactional, Business, And Persuasive Content: A Better Way To Look At Enterprise Content report. In late 2009, Forrester surveyed 170 content and collaboration professionals with decision-making roles in ECM about their plans for the coming year. See the December 8, 2009, Collaboration, Search, And Compliance Drive 2010 ECM Investments report. Forrester developed a framework, based on interviews and work with dozens of enterprises and systems integrators, to help build better ECM strategies based on business context. See the December 27, 2007, Business Context: A Better Way To Define An ECM Strategy report.

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