Recently I've been pretty hard on content management vendors by pointing out some of the mistakes that can drive them out of business. While vendor elitism with customers can be a big problem, I can't let content management clients completely off the hook. There are a few mistakes that I've seen over and over in every vertical.Hiring Resources Based On Price Let's take marketing, for example; it's hard to show the clear ROI for a dollar invested. I've seen more companies that choose to hire a communications or marketing manager that's inexperienced in the industry, but fairly cheap. This is the person controlling your content, your message to the outside world. If they don't understand the dynamics of what it takes to manage a modern-day Web site, your brand will suffer. We can make a similar argument within the IT group -- if the collaboration software is handled by a noncollaborator, you're probably doomed to live out your collaborative existence in the meager confines of Outlook. The end result is the usually powerful combination of content and collaboration is deemed another shiny, new technology failure.

Choosing A Vendor Based On Personal Reasons, Not Technology Similar to reason No. 1, choosing a vendor based on any reason not related to the ability to ensure you look like your own media company is unacceptable. In the past year, I've seen companies hand over their content strategies to the CEO's brother-in-law, the founder's nephew, the co-founder's fraternity buddy, and more. I'm not saying some of those folks aren't capable of providing value, it's just that most of the time the expectations are unrealistic. Some of the results are actually really funny, in a sad, "how much did you pay them?" sort of way.

Using Technology That Dates From The Wrong Decade So maybe your company has avoided the first two pitfalls; you picked a solid vendor that delivers good results, and you've got the right team in place. Don't cripple them by refusing to invest in the right technology. Yes, the market moves fast and it might feel like just yesterday you spent a fortune updating your infrastructure. But the best jockey in the world won't win the race on an old horse. Listen to the recommendations of your team; chances are they've already used other tools that might be complementary to what you're trying to do.

And you know the routine: Send me your customer experiences and we'll post them here periodically. Don't worry, we won't expose them or you unless you give us permission. All details will be removed to ensure everyone can return to their office without having to worry about the content management walk of shame.