Info-Tech Research Group warns of fragmented web strategies

Web experience management has evolved from simple site maintenance into a primary driver of corporate growth, yet many firms treat modernization as a mere technical upgrade. According to Hriday Gulrajani, senior research analyst at Info-Tech, the lack of a centralized roadmap forces teams into silos, leaving core systems like CRM and analytics disconnected from the broader user journey. This operational fragmentation prevents companies from leveraging personalization and automation effectively, as disparate teams often lack shared performance metrics or clearly defined ownership.

To bridge these gaps, Info-Tech proposes a five-phase framework designed to align IT efforts with organizational goals. This methodology begins with establishing clear success criteria and moves through maturity assessments, audience journey mapping, and the creation of formal governance models. By replacing ad-hoc updates with a phased roadmap, leadership can better prioritize initiatives based on actual value and feasibility. The firm notes that success requires shifting away from legacy architectures that restrict accessibility, instead fostering cross-functional collaboration that treats the entire web ecosystem as a unified asset.