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This guy CMSes. I worked in consulting for many years doing a lot of CMS projects for Fortune 500s. They always bought their CMS products based on the marketin

by tootie 4y ago

This guy CMSes. I worked in consulting for many years doing a lot of CMS projects for Fortune 500s. They always bought their CMS products based on the marketing pitch to marketers. It was mostly bs, but the pitch was always focussed on engagement, testing, analytics, funnels, acquisition. I always came with the perspective that your CMS need not and usually should not be responsible for any of that and you can manage all of that in the application tier via a tag manager product or the like. The current kind of this space is Adobe. They built up their "Marketing Cloud" vis a series of acquisitions and sell it as a fully-baked product that does everything you'd ever need and then attach an 8-figure price tag and hand you off to integrators (like the companies I worked for) to do the (also very costly) implementation. And it's really very hit and miss to get adoption after you've delivered them such an ornery beast to manage 30 pages of brocureware. We managed to push a few clients towards Contentful which is headless and a lot more dev friendly but they also are pretty sneaky with pricing and get fairly expensive with anything beyond basic usage. I actually begged their sales team to do a better job selling to marketers because their pitch was too tech focussed. I think the sweet spot is to not just say "developers like it" but rather "it will require far fewer developer hours to implement" which will resonate a lot more with budget holders. Also, my firm belief that building a suite of marketing tools by picking and mixing the best products is likely still easier and cheaper than buying any all-in-one tool that isn't great at anything.

sneek_ 4y ago
I resonate a lot with what you're saying. > I always came with the perspective that your CMS need not and usually should not be responsible for any of that and you can manage all of that in the application tier via a tag manager product or the like Totally agreed. A CMS should stick to managing content. And its flexibility should allow it to integrate with services that are purpose-built. In addition to those that you mentioned, a good example of this would be Algolia for search experiences. > "it will require far fewer developer hours to implement" which will resonate a lot more with budget holders. I also resonate with this, and I think this needs to be worked into our positioning more, because that, at its core, is what Payload tries to do -through- its developer friendliness. When you don't have to fight your software, you save an incredible amount of time. At the core of any larger content infrastructure is code, and the more efficiently you can implement it, let alone maintain it, the more time / money you can save.
- Dwolb 4y ago
  Inbound developer interest = company intent (and segment intent). Just make sure your growth motion doesn’t stop there and layers in a way to nab the buyer. Standard way is to outright ask for introduction or outbound, but there’s usually a clever referral mechanism you can discover somewhere. e.g. “Ask your marketer for demo content” prompt, but with better copy.
  - sneek_ 4y ago
    100%. This is very good insight and I will take it to heart.

by tootie 4y ago

sneek_ 4y ago

I resonate a lot with what you're saying. > I always came with the perspective that your CMS need not and usually should not be responsible for any of that and you can manage all of that in the application tier via a tag manager product or the like Totally agreed. A CMS should stick to managing content. And its flexibility should allow it to integrate with services that are purpose-built. In addition to those that you mentioned, a good example of this would be Algolia for search experiences. > "it will require far fewer developer hours to implement" which will resonate a lot more with budget holders. I also resonate with this, and I think this needs to be worked into our positioning more, because that, at its core, is what Payload tries to do -through- its developer friendliness. When you don't have to fight your software, you save an incredible amount of time. At the core of any larger content infrastructure is code, and the more efficiently you can implement it, let alone maintain it, the more time / money you can save.

Dwolb 4y ago
Inbound developer interest = company intent (and segment intent). Just make sure your growth motion doesn’t stop there and layers in a way to nab the buyer. Standard way is to outright ask for introduction or outbound, but there’s usually a clever referral mechanism you can discover somewhere. e.g. “Ask your marketer for demo content” prompt, but with better copy.
- sneek_ 4y ago
  100%. This is very good insight and I will take it to heart.