Australian web content management system provider Elcom is expanding its elcomCMS integration points to some industry heavy-hitters: Marketo,, SugarCRM Box and Google Drive. A company representative told that it’s priced for the mid-market with enterprise feature and capabilities.

What’s the Need?

The update —  elcomCMS 9 — comes five months after the release of 8.2 that included enhancements in social media, cloud docs, meetings, projects, mobile and more. 

Asked what pain points this product attempts to solve, Josh Anstey, vice president of partner engagement at Elcom, told that many customers use a variety of customer relationship management (CRM) and marketing automation tools. Elcom wanted to provide a unified integration for these tools in the enterprise, he said.

“In the latest release of elcomCMS, one of our points of focus has been to enable customers to enhance their marketing processes and experience by integrating elcomCMS into best-of-breed CRM and marketing automation tools such as Salesforce, SugarCRM and Marketo,” Anstey continued. “This enables users to provide a continuous customer experience while utilizing other applications and tools that they may already be using.”

So what’s the advantage of a modular enterprise web CMS? “We now have the APIs and user interface in place to quickly add additional CRM and marketing automation tools based on our customer requirements and market opportunities,” Anstey said.


customer experience, ElcomCMS 9 Weaves Marketing Automation, CRM into Web CMS Platform

Elcom’s latest release is ultimately built around the following areas: marketing automation (with Marketo), CRM integration (Salesforce and SugarCRM), learning management, social and cloud docs. It also includes a number of core publishing enhancements such as a new Carousel feature, improved video support, a new document list explorer and extension of Facebook, Twitter, Microsoft Office and Ephox Connectors.

Why This Product?

Asked the product’s “wow factor,” Anstey said customers love the fact that elcomCMS can be deployed for websites, intranets, portals, social, mobile and eLearning sites. He called the built-in Social Q&A Module and Microsoft Office Integration Enhancement “ahead of the market.”

The Social Q&A Module enables users to ask and answer questions, share knowledge and then have users vote up and vote down the best and most relevant answers to those questions.

“This brings crowdsourcing to Elcom clients’ intranets, portals and online communities which will increase user engagement,” Anstey said.

The Microsoft Office Integration enhancement takes Elcom’s office publishing to the “next level.”

“While we have always had the ability to publish content and documents from Microsoft Word,” Anstey said, “this new enhancement enables users to the tag content with taxonomy from within Microsoft Word.”

What’s Next?

Expect more updates from Elcom in its “very rapid development and release cycle,” according to Anstey. And of course, Elcom will be around at the major enterprise conferences, we suspect, as they were when they sat down with us at Gartner’s 2012 Summit

Speaking of Gartner, it’s important to note, no matter the solution you choose, where the industry is going. According to Gartner’s Magic Quadrant for Web Content Management in 2013, released in August, enterprise businesses find themselves leaning more and more heavily on their Web content management systems.

It’s a $1.2 billion industry, analysts at Gartner reported, and it is growing in importance as companies try to execute their online channel optimization plans. In order to reach customers and grow their businesses, companies are increasingly turning to WCM for things like e-commerce, customer experience management, digital marketing, multichannel marketing and website consolidation, the report found.

Because of the importance placed on WCM systems, vendors are including more and more functionality that is beginning to overlap with other categories — which is why we predict more releases soon.