Enterprise versus Web Content Management Careers

Two decades of selling & implementing enterprise content. What has changed, and what remains the same?

 

From an enterprise technology recruiter’s perspective, Xtra Effort has seen LOTS of change.

 

We originally helped enterprise technology companies in the content market segment hire Sales Engineers, Account Executives, and Professional Services personnel with capabilities related to document management, workflow, and static web content.

 

Enterprise Portals then became all the rage where data or unstructured content from disparate silos can be retrieved by users who were internal or external to the enterprise. This is where Xtra Effort observed a convergence of the need for web content management and SOA (or web services, EAI) skills, because integration was such a huge factor in portals.

 

Enterprise Search technologies became a popular destination among content professionals because – similar to portal technologies – it enabled users (inside and outside the enterprise) to access and make sense of disparate data and content to satisfy their information needs. However enterprise search allows the user to have more wide open views to content without the predefined views or self- service capabilities often associated with a portal.

 

Eventually enterprise social media enabled users to create content that is inherently visible and accessible to several unique parties from day one of the content’s existence, without as much need for portal or SOA technology to integrate.

 

Enterprise mobile computing brings all of this to the forefront, from considerations for rendering static content, to accessing legacy content stored in disparate silos, to user creation of content from their mobile devices.

 

And of course enterprise content security has been a constant throughout the years. Security skills have become increasing more important because social media and mobile computing technology enable users (including external users) to create and share content from anywhere device.

 

Another way to distinguish Enterprise Content Management (“ECM”) from Web Content Management (“WCM”) is content that is for external versus internal consumption.

 

Traditional ECM is more associated with document management, intranets, and other means to create, move, modify, and access information for an enterprise’s users.

 

WCM represents information for consumption among users external to the enterprise, i.e., customers and partners accessing information from a web site or social media utility.

 

Wow! So much change!

 

So what is constant among enterprise Sales and Professional Service personnel? Enterprise content management has always required both the user community and IT to be concurrently involved in the discussion. Considerations for scalability, security, compliance, and integration are very close to even the smallest move related to content management. The result is customer facing professionals must have exceptional political and communication strength to always be balancing what is possible (users) from is scalable, secure, and compliant (IT, Legal, and Audit).

 

We would suggest hiring managers specifically ask candidates about their experience maintaining this balance during their selling campaigns and delivery projects. Candidates should be prepared to articulate their experience and position its relevance when interviewing for careers that feature new content management technologies.