Top 5 key issues CMOs & Marketing Directors face when choosing a new CMS/DXP.

Outsmart common pitfalls with proven digital expertise

As an experienced digital agency, we’ve guided leading organisations through every stage of CMS and DXP migration. We understand that modern marketing leaders need more than just technical implementation, they need a strategic partner who can navigate procurement, facilitate stakeholder buy-in, architect composable solutions, and drive adoption across teams. Our expertise ensures your platform selection not only meets today’s demands but also positions your brand for future growth and innovation.

In this article, we outline the top five issues we see CMOs and Marketing Directors now encounter when choosing a new CMS/DXP and show how a seasoned digital agency can help you overcome them to achieve digital experience leadership.

1. Composability & integration capabilities - Modern marketing teams need platforms that are composable, able to integrate seamlessly with other best-of-breed tools, rather than locking them into a monolithic suite. The shift toward composable DXPs means evaluating how easily a new solution can connect with existing martech stacks, data sources, and future technologies. This includes ensuring interoperability with CRM, analytics, personalisation engines, and commerce platforms.
2. Cloud readiness & scalability - There is a growing preference for SaaS and managed PaaS solutions over self-hosted, monolithic systems. CMOs must assess whether a new CMS/DXP offers the flexibility, scalability, and lower operational overhead that cloud based solutions provide, while also considering factors like modernisation, elasticity, and consumption based pricing.
3. User experience & usability - Ease of use for both marketers and developers is critical. Many legacy systems are cumbersome, leading to bottlenecks in content creation and campaign execution. CMOs seek platforms that empower business users with intuitive interfaces, while also supporting developer agility for customisation and integration.
4. AI & personalisation capabilities - AI and machine learning are now top investment priorities for digital customer experience teams. Marketing leaders are looking for CMS/DXP platforms that enable advanced personalisation, automation, and data-driven insights, capabilities that are often missing or limited in older monolithic systems. The ability to leverage generative AI for content, segmentation, and journey orchestration is increasingly a differentiator.
5. Change management, governance, & stakeholder alignment - Migrating from a monolithic CMS is not just a technical project, it’s an organisational transformation. Challenges include aligning senior stakeholders, managing procurement processes, ensuring governance, training teams, and driving adoption of new workflows. The human element, skills, change readiness, and internal processes, can be as significant a barrier as technology itself.

A guiding hand for the journey ahead

As a digital agency experienced in CMS/DXP migrations, we support organisations through:

• Procurement process guidance - We help define requirements, shortlist vendors, and navigate RFPs, ensuring that the chosen platform aligns with your business goals and technical landscape.
• Stakeholder engagement - We facilitate workshops and communication strategies to align senior leadership, IT, and marketing teams around the vision and roadmap.
• Technical assessment & integration - Our experts evaluate integration needs, architect composable solutions, and ensure seamless data and workflow connectivity across your ecosystem.
• Change management & training - We provide governance frameworks, user training, and adoption programs to ensure your teams are ready to leverage the new platform’s capabilities.
• Futureproofing - We advise on AI readiness, personalisation strategies, and ongoing optimisation to ensure your digital experience platform supports your evolving needs.

By partnering with us, you gain a strategic ally to de-risk your migration, maximise ROI, and position your brand for digital experience leadership in a rapidly evolving market.

Harness your future digital potential.