Desk of Brad


Digital Asset Management or a CMS

“Action is the foundational key to all success.”

– Pablo Picasso 

Most content management systems are designed to manage websites and web pages, not content. The reason we bet the company on SDL Tridion is that it was a component-based approach for delivering a web experience and it had a decoupled architecture, ensuring that it would be scalable. Really, when you look at the underlying premise of SDL Tridion, it’s an XML publishing engine. The genius behind this approach now – and 20 years since it was first developed – is that customer experience isn’t just delivered on websites anymore. 
Over the last 10 years, software vendors have been pushing CMS’ as content management solutions, which clearly, they are not… like I said earlier, they are website management tools. Hence the rise in Digital Asset Management solutions in the last few years. As we move to unified customer experience across many channels of interaction, creating, curating, and publishing the content becomes the central concern. 
Companies have now spent the better part of the last decade trying to solve these and other marketing-related problems with their CMS vendor of choice. We are now seeing the effects of failed implementations or situations in which the software company over-promised the capability of the software. Clients are looking to Tahzoo to provide a solution to this situation. I hope you’ve all seen the Tahzoo Content Hub slides, it’s the integration of the CMS for publishing, the DAM for managing content, the PIM for managing product information all tied to an e-commerce scenario or a personalization engine. 
So, what does this mean for Tahzoo? The CMS marketing is declining and quickly, the refresh cycle for these systems is extending from 3 to 5 years out to 5 to 7 years. The DAM market will be exploding over the next couple of years. Most of our clients do not have a rationalized approach to asset management and certainly have don’t have a reference architecture for implementing a content hub. We are extremely well-positioned to take advantage of the changing marketplace. Our partnerships SDL, ADAM, and Aprimo align us with market-leading software products that are going to lead this next iteration of the enterprise marketing platform. 
So, what does this mean for each of you? New technologies to master, new paradigms to learn, and a focus on becoming a better consultant. Everyone needs to concern themselves with being billable, and the best way to do that is to be skilled in multiple technologies. We are going to invest in a lot of training over the next couple of years to ensure we are riding the top of the wave. Kevin and his team are working on a technical reference architecture that we can leverage to deliver on our brand promise to help our clients deliver contextually appropriate and personalized experiences at scale.   
Let’s go be great,