Technology Topics

It’s easy to push off anything technical to IT. However, many of the decisions you make as a Marketing or Experience leader will impact how well IT can do their jobs.

At the end of the day, enterprise websites are a specialized software product. That means technology plays a critical role in the quality, cost, and success of the site.


Websites run on one, or usually more, platforms. The content management system or digital experience platform comes to mind, and there may also be digital asset management systems, database-driven content, and integrations with any number of CRM and digital marketing tools.

Don’t be awed by a huge set of features. Rather, determine the needs of the organization and look for the tool that will work best for that. Consider not just licensing and infrastructure costs, but what it will take to make the platform work for you.

Technical debt is real.

That’s the problem we get when we keep rushing out changes. Developers don’t get a chance to review and clean up their code. Over time, the code becomes so disorganized and error-prone that everything is slowed down, and even routine work becomes difficult.

To put it in financial terms, the Consortium for Information & Software Quality found that technical debt cost U.S. companies $511 BILLION in 2018 alone.

The cleanup effort is a slog and can be costly, but is well worth it in the end. But try to avoid technical debt in the first place by instilling good software practices and allowing sufficient time for developers to do their jobs right.

As always, work with IT.

Pick the right platform(s), bring IT to the table, and put in place the right processes to make sure everything is set up and running smoothly. Your IT team will thank you, your agencies will thank you, your budget will thank you – and most importantly, your customers will thank you.

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