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27 January 2020: Sitecore, which offers a web content management and online customer experience platform, announced a US$1.2 billion investment plan to grow its global footprint. 

Why it’s Important

In the market for online customer experience, Sitecore is the key rival to Adobe. While Sitecore does not provide the breadth of digital design services that Adobe offers, its web content and digital marketing capabilities are competitive. This US$1.2 billion investment plan signals Sitecore’s desire to take advantage of the increased demand for digital service delivery in the wake of the pandemic. 

Sitecore’s offering is price-competitive against Adobe, though still at the high-end of the market. However, it does need to boost its support network and partners if it wishes to encroach on Adobe, while also defending against mid-tier players and modern CRMs such as Salesforce and Netsuite ecommerce and customer service offerings. 

Who’s impacted

  • CMO
  • Sales / Marketing teams

What’s Next?

While Sitecore is well-known in Australia and the Asia Pacific / Japan region, strengthening its implementation partners and support network will go a long way to positioning it against Adobe. IBRS has noted that some Australian Sitecore clients have expressed frustration with the availability of local Sitecore skills and sought US-based contractors to fill the gaps. Investment in building an international footprint may help alleviate local skills shortages.

Related IBRS Advisory

  1. CRM modernisation Part 1: Strategy, planning & selection
  2. CRM modernisation Part 2B: Creating a customer experience strategy
  3. Positive customer experiences must lead digital transformation