How to choose a CMS that helps you face your business challenges

Just as a good title is key to drawing readers to your blog post, so is the content and theming of your digital platforms. This is true regardless of the technology you use to create and share this information. As more strong Content Management Systems (CMS) pop up, how do you know which one suits your needs best?

Choosing a CMS to help manage and steer your visitors’ online interactions with your content and brand is not an everyday task. On average, corporations look for a (new) system that is the best match for their needs every three to five years.

Notice that we say ‘best’ and not ‘perfect’ match. There will always be restrictions that draw a line in the sand, be it functional, technical or financial.

Two persons picking a CMS

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Define your challenges

Typically, criteria for your new platform come from your business requirements and frustrations with your current CMS. Previous experiences often help us to know what we do and do not like in our systems.

In this article, we will not focus on the distinctions between an IT or marketing driven selection approach. After all, regardless of the different decision drivers for both departments, the approach should always be the same: to put the customer first.

Ultimately, your business challenges should drive the selection of a new CMS. These can come from customer frustrations, marketing constraints, IT guidelines, or business requirements that you fail to pick up on. By looking at these challenges, you will be able to come up with very specific functional and technical requirements.

Criteria to meet

Every organization faces different challenges. For example, some may already have to uphold a specific technology stack, prefer licensed products, or instead want to steer clear of licenses all together.

There are already many feature-based CMS comparisons out there, so we prefer to take a different approach. Instead, let us have a look at the challenges your organization faces and link those to the CMS-features you need.

Typically, we can identify a number of categories and approaches that help us set a good baseline:

Connectivity – If your organization is supported by a large eco-system of platforms and systems already, it can prove valuable to connect these to your CMS. Once these platforms are connected, they can help drive your customers’ interactions and be enriched by them.

Relevance – It is important to measure and understand your customers’ interactions. Acting on this data with connected platforms like Customer Relationship Management (CRM) tools can help you improve your user’s experience. Decide how and where you want to manage experiences relevant to your customers.

Responsibilities – Which responsibilities would you like to give to your CRM? Should certain things be handled by different tools, or would you rather reap the benefits of managing capabilities such as Digital Asset Management (DAM) and Product Information Management (PIM) inside one single platform?

User experience – Defining how you present content to your visitors can be challenging. The goal should be to provide a seamless interface to the visitor that is future proof and flexible.

Platform adoption – Carefully consider the time and resources you will spend on adopting the new CMS. Think about how long it will take to train editors and web managers. Also do not forget your investment in exploring the technical capabilities and platform connectivity options to create a good fit within your organization.

What we work with

At The Reference, we aim to help our customers face their challenges head-on. That is why we chose to build out our expertise in a carefully considered selection of solutions.

As a results of careful study and consideration based on our year-long experience in digital evolutions, the following CMS systems became our preferred platforms:

However, the technology you choose should be the outcome of a careful match between the platform’s features, your customers’ needs and your organizational challenges.

You do not have to do this alone

A digital partner can help you build a solid digital strategy with a future-ready vision that takes your existing IT choices in mind.

We can help you define that vision and align all aspects with your business needs, internal technology choices, and preferences.

You could say that finding the right partner is just as important as making the best platform choice.

Want to find out if we are the right partner for you?

Feel free to contact us


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The Reference is nothing without its customers. Melexis is the stock market-listed global player in the semi-conductor and sensors industry for whom we facilitated future company growth by updating the brand, building the completely new corporate website and giving shape to the use of online channels. Read more about this client.