Develop a Web Experience Management Strategy

Your web presence is your organization’s face to the world: support it with best-in-class tools and technologies for Web Experience Management.


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Your Challenge

  • Web Experience Management (WEM) solutions have emerged as applications that provide marketers and other customer experience professionals with a complete set of tools for web content management, delivery, campaign execution, and site analytics.
  • However, many organizations are unsure of how to leverage these new technologies to enhance their customer interaction strategy.

Our Advice

Critical Insight

  • WEM products are not a one-size-fits-all investment: unique evaluations and customization is required in order to deploy a solution that fits your organization.
  • WEM technology often complements core CRM and marketing management products – it does not supplant it, and must augment the rest of your customer experience management portfolio.
  • WEM provides benefits by giving web visitors a better experience – leveraging tools such as web analytics gives the customer a tailored experience. Marketing can then monitor their behavior and use this information to warm leads.

Impact and Result

  • Deploy a WEM platform and execute initiatives that will strengthen the web-facing customer experience, improving customer satisfaction and unlocking new revenue opportunities.
  • Avoid making unnecessary new WEM investments.
  • Make informed decisions about the types of technologies and initiatives that are necessary to support WEM.


Five contributors assisted with this research, but due to the sensitivity of the information will remain anonymous.

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Get to Action

Start here – read the Executive Brief

Read our concise Executive Brief to find out why you should develop a WEM strategy, review Info-Tech’s methodology, and understand the four ways we can support you in completing this project.

  1. Harness the value of web experience management

    Make the case for a web experience management suite and structure the WEM strategy project.

  2. Create the vision for web experience management

    Identify the target state WEM strategy, assess current state, and identify gaps.

  3. Execute initiatives for WEM deployment

    Build the WEM technology stack and create a web strategy initiatives roadmap.

Guided Implementation icon Guided Implementation

This guided implementation is a three call advisory process.

  • Call #1: Harness the value of web experience management

    Understand the value of WEM; structure the WEM project; define web experience metrics.

  • Call #2: Create the vision for web experience management

    Conduct the environmental scan and persona analysis; formulate strategic requirements for web experience management.

  • Call #3: Execute initiatives for WEM deployment

    Review WEM best practices; create a web experience initiatives roadmap.

Onsite Workshop

Module 1: Launch the WEM Selection Project

The Purpose

  • Discuss the general project overview for the WEM selection.

Key Benefits Achieved

  • Launch of your WEM selection project.
  • Development of your organization’s WEM requirements. 

Activities: Outputs:
1.1 Facilitation of activities from the Launch the WEM Project and Collect Requirements phase, including project scoping and resource planning.
  • WEM Procurement Project Charter
1.2 Conduct overview of the WEM market landscape, trends, and vendors.
  • WEM Use-Case Fit Assessment
1.3 Conduct process mapping for selected marketing processes.
1.4 Interview business stakeholders.
1.5 Prioritize WEM functional requirements.

Module 2: Plan the Procurement and Implementation Process

The Purpose

  • Plan the procurement and the implementation of the WEM solution.

Key Benefits Achieved

  • Selection of a WEM solution.
  • A plan for implementing the selected WEM solution. 

Activities: Outputs:
2.1 Complete marketing process mapping with business stakeholders.
  • Vendor Shortlist
2.2 Interview IT staff and project team, identify technical requirements for the WEM suite, and document high-level solution requirements.
2.3 Perform a use-case scenario assessment, review use-case scenario results, identify use-case alignment, and review the WEM Vendor Landscape vendor profiles and performance.
  • Vendor Evaluations
2.4 Create a custom vendor shortlist and investigate additional vendors for exploration in the marketplace.
  • Selection of a WEM Solution
2.5 Meet with project manager to discuss results and action items.
  • WEM projected work break-down
  • Implementation plan
  • Framework for WEM deployment and CRM/Marketing Management Suite Integration

Workshop Icon Book Your Workshop

Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.

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