ECM is dead. Long live ECM…
It’s Autumn. The trees are losing their leaves, the nights are getting longer, it’s getting cold and grey and generally miserable. It’s also the time for the annual lament of the Enterprise Content Management industry and ECM… the name that refuses to die!
At least once a year, ECM industry pundits go all depressed and introspect and predict, once again, that our industry is too wide, too narrow, too complex, too simplified, too diverse or too boring and dying or not dying or dead and buried. Once again this year, Laurence Hart (aka Pie), Marko Sillanpää, Daniel Antion, John Mancini and, undoubtedly, several other esteemed colleagues, with a collective experience of several hundred years of ECM on their backs, will try (and fail) to reconcile and rationalize the semantics of one of the most diverse sectors in the software industry.
You will find many interesting points and universal truths about ECM if you follow the links to these articles above. Some I agree with wholeheartedly, some I would take with a pinch of salt.
But let me assure you, concerned reader, that the ECM industry is not going anywhere, the name will not change and we will again be lamenting its demise, next Autumn!
There is a fundamental reason why this industry is so robust and so perplexing: This is not a single industry, or even a single coherent portfolio of products. It’s a complex amalgamation of technologies that co-exist and complement each other, with the only common denominator being an affinity for managing “stuff” that does not fit in a traditional relational database. And every time one of these technologies grows out of favour, another new discipline joins the fold: Documents and emails and archives and repositories and processes and cases and records and images and retention and search and analytics and ETL and media and social and collaboration and folksonomies and cloud, and, and, and… The list, and its history, is long. The reason this whole hotchpotch will continue to be called Enterprise Content Management, is that we don’t have a better collective noun that even vaguely begins to describe what these functions do for the business. And finally, more and more of the market (you know, the real people out there, not us ECM petrolheads…) are starting to recognise the term, however vague, inappropriate and irrational it may be to the purists among us.
And there is one more reason: Content Management is not a technology, it’s an operational discipline. Organisations will manage content with or without ECM products. It’s just faster, cheaper and more consistent if they use tools.
As I said, if you have an academic interest in this ECM industry, the articles above are definitely worth reading. For my part, I would like to add one more thought into that mix:
The word “Enterprise” in “ECM” has been the source of much debate. And whilst I agree with Laurence that originally some of the vendors attempted to promote the idea of a single centralised ECM repository for the whole enterprise, that idea was quickly abandoned in the early ’00s as generally a bad idea. Anyone who has tried to deploy this approach in a real world environment, can give you a dozen reasons why it’s really, really a very naïve idea.
Nevertheless, Content Management has always been, and will always be “Enterprise”, in the sense that it very rarely works as a simple departmental solution. There is very little value in doing that, especially when you combine it with process management, which adds the most value when crossing inter-departmental boundaries. It is also “Enterprise” in the sense that as a platform it can support both vertical and horizontal applications across most parts of an organisation. Finally, there are certain applications of ECM, that can only be deployed as “Enterprise” tools: It would be madness to design Records Management, eMail archiving, eDiscovery or Social collaboration solutions, on a department by department basis. There is no point!
That’s why, in my opinion at least, the term ECM will live for a long time yet… Long Live ECM!