We’ve been hearing the vendor buzz about empowering business users with the latest tech for years. But here’s a question for you: do they really want it? Or are we just pushing another shiny object on them, thinking it’s what they need?
So, business users, and by business users, I am talking to anyone who is not on, in, or reporting to a technology division in their organization and has ONLY technology-related responsibilities. And when I say ONLY, I mean you don’t have to submit expense reports, do any kind of reporting, analyse information and data, enter worktime related information (PTO, OT, etc.), or anything similar. If you do, then you too are a business user, and I am talking to you.
OK, now that we have that sorted. As a business user … Raise your hand if you want more technology mixed into your workday?
Anyone? No? OK.
Now, raise your hand if you have ever thought “I wish I could be more enabled in my use of technology”.
Again, anyone? No. I didn’t think so.
So why is it, that regardless of the vendor, vertical, or technology type, one of the key selling features technology companies want to hand their hats on is that their solution “enables the business user”?
Do business users truly crave this empowerment or if it’s just another case of tech companies dictating what they think we need?
The answer isn’t black and white—it’s more of a mishmash of colourful advantages and challenges.
Let’s narrow the topic and focus on content management systems to dig deeper into this conundrum.
On one hand, we’ve got data showing that a majority marketing organizations are using content management platforms to (supposedly) streamlining their workflows and boost productivity. Yet, on the flip side, there’s a hefty chunk of these users who feel overwhelmed and underprepared to leverage these tools effectively.
The case for empowerment.
Data from Salesforce’s 7th State of Marketing report reveals that a whopping 71% of marketing organizations are on board with content management platforms. This shows a significant interest among business users in these tools, mainly because they simplify content creation and improve workflow efficiency.
Modern CMS platforms are designed to be user-friendly. They enable marketers to manage content without needing a degree in computer science. Their WYSIWYG (what you see is what you get) and role-specific user interfaces (users only see the menus and functionality that need/have access to use) ease of use is crucial as it frees up time for more human and strategic tasks rather than getting bogged down or blocked by the nitty-gritty of having to circumnavigate the technical back end.
But it’s not just about ease of use. CMS platforms are also about collaboration. Contentstack’s report highlights how these systems can enable – there’s that word again – multiple users to work together seamlessly, managing content approvals and maintaining consistent branding. This collaborative boost can be a game-changer, helping teams be more productive and ensuring everyone is on the same page. This hyper-coordination is essential to delivering the best, most contextual experiences to audiences with every interaction.
Customers demand omnichannel experiences.
Today’s consumers expect a consistent brand experience across all platforms—be it websites, mobile apps, or social media. CMS platforms should empower business users to create content once and distribute it anywhere, at the best time (as determined and facilitated by connected analytics and AI), in a personalized/localized manner to ensure a unified brand presence and optimized opportunity for customer engagement.
Empowerment also translates to autonomy. With the right tools, business users can manage content strategies without constantly leaning on IT. This independence is vital for quick responses to market changes and customer needs, driving agility and efficiency in the organization.
It’s not all sunshine and rainbows.
There are valid concerns, some would argue many, about empowering business users with content management technology.
For one, there’s the complexity and learning curve. Despite the user-friendly design of modern CMS platforms, users still struggle to harness its full potential. The Content Marketing Institute’s 2023 research 37% of enterprise respondents said they have the technology but aren’t using it to potential. That they feel ill-equipped to make the most of these technologies.
This corresponds to the benefit mentioned earlier, something that vendors lean into heavily when demonstrating their technologies capabilities. And that is what they are – capabilities. Just because the technology can do something, doesn’t mean it will do that for all its users.
Companies need to first understand its CMS and CMS stakeholders’ needs. Then comes orchestrating the internal machinations involved (team structure, governance, workflows, etc.) and implementing the CMS to support these elements. Finding the right balance between control and flexibility. While giving business users control is great, it needs to be coupled with strong governance to maintain security and consistency. Without clear workflows and permissions, the flexibility provided by CMS tools can lead to inconsistencies and potential security risks.
And throughout these tasks, users and teams need to be engaged and educated on the new processes and how to use the technology to reap these vendor-claimed, enterprise-desired benefits. Education and communication on the tech and WFIM (what’s in it for me”) is critical to successful adoption and long-term ROI.
Let’s talk money.
Enterprise technology is never without cost and resource implications. Implementing a robust CMS can be expensive and resource intensive. The investment needed to maintain and evolve the platform to make sure it continues to offer the functionality and enablement it was acquired is substantial, and often underestimated.
And the verdict on: do business users really want to be enabled by technology?
Do business users actually want to dive headfirst into the tech pool, or are we just tossing them in and hoping they’ll swim?
To belabour the metaphor – most are swimmers but have varying degrees of interest and comfort in terms of depth and size of pool.
After all, who would say no to something that would make their jobs easier. But there are caveats and conditions. For any technology, big or small, companies must:
1. Provide comprehensive, ongoing, easily accessible training and support.
Organizations should invest in training programs to equip business users with the necessary skills to use the tools effectively. Continuous support and resources, such as tutorials and help desks, can also help users navigate any challenges they encounter.
2. Implement clear workflows, guidelines, and governance.
Establishing clear workflows, permissions, and approval processes ensures that content is managed consistently and securely. This governance framework helps maintain brand standards and mitigates the risks associated with decentralized content management.
3. Foster collaboration between business and IT teams.
Establishing means for ongoing communications and collaboration between business users and IT or development teams on the evolution of the technology on can bridge the gap between technical and non-technical skills and create a sense of shared ownership in its use and success. This partnership ensures that complex tasks are handled efficiently while enabling business users to focus on their core responsibilities.
4. Evaluate and choose the right technology.
Validate the need with stakeholders before embarking on a procurement journey- make sure the technology fills an acknowledged gap. Once the need is confirmed, factors such as ease of use, scalability, integration capabilities, and cost should be considered to ensure that the chosen platform meets the organization’s objectives.
5. Monitor, evolve, and adjust as needed.
Regular check-ins between IT, business users, and the vendor further fosters collaboration between business and IT teams and helps ensure the technology keeps evolving to meet both business and user needs.
Like how there is no single, perfect-fit technology (a topic for another post), there is no single yes or no answer to this question. Some users are eager beavers, ready to wield their shiny new tech tools and conquer the digital world. Others, however, would rather stick to what they know, sipping their coffee while avoiding the tech tidal wave.
The truth is empowerment isn’t a one-size-fits-all. It’s about giving users the choice and the tools to thrive—whether that means embracing the latest tech or just finding a better way to do what they already excel at.
So next time you’re about to push another tech solution, ask yourself: is this truly what they need, or just what we think they should have? Remember, sometimes the best tool is the one that’s already in our toolbox.
My friend Ian Truscott and I had a great chat (OK, maybe more of a rant) on this subject on his Rockstar CMO Podcast. Check it out.
