In the global business economy, every organization needs a competitive edge. Small and Medium Enterprises (SME) may find it difficult to differentiate services and products from competitors. But the competitive advantage is broader than product and service offerings.

To be competitive in your market of choice, you will also need a competitive edge to attract and retain employees, partners and suppliers. Competitive advantage can even extend to financial resources. The organization that can easily flex to obtain additional financing and provide timely expansion has a critical edge on its competitors. One of the key factors for flexibility is building and maintaining a stable, innovative communication framework. This framework can provide numerous advantages for internal and external communication.

The expanding reach of Content Management Systems (CMS) offers a foundation for growth and enables a flexible environment where your organization can creatively address client, employee and partner needs. To engender competitive differentiation, your organization must assess the available tools and solutions in the CMS software market. Open source tools provide flexibility for a multi-layered functional approach and there are proven CMS frameworks, modules and templates that provide a simple environment and toolkit from which you can create your CMS solution. Let’s take a look at some of the areas within your organization where CMS may offer a competitive edge.

Client Facing Applications CMS applications can provide a framework for marketing and selling products with the flexibility to allow clients to search for and find the products they want and to easily obtain product manuals, and warranty information. These portal structures can also enable simple, immediate interaction with clients using chat, IM and video. Online brochures, discount coupons and other materials can be added to the site to accommodate seasonal or special sales or update product information with the touch of a button. It is easy to manage new product announcements, promote events, trade shows, conferences and other activities. You can easily create password protected areas for clients who have established credit accounts or other relationships with your organization.

Here, your customers can order, review the status of orders or maintain personalized preferences in how they see and review your products or other information provided by your company. Employee Facing Applications Employees can use intranet sites to check benefits, enter time for payroll, schedule vacation time and communicate with HR. They can also view and apply for positions, complete periodic review and performance evaluation documents and read internal newsletters or company announcements. Employees can also use CMS portal frameworks to register for training, book travel and accomplish critical tasks (see Collaborative Structures, below). Employee portals can increase and improve company communication and ensure that your team is working with the most up-to-date information, training manuals, and policies and procedures.

Partner Facing Applications CMS solutions make it easy to communicate with partners and subcontractors and to assign tasks, review and edit project documents, file contracts and other shared documentation. Joint press releases or promotional materials can be developed and edited and partners can share sales and project contacts and store detailed information about customers.

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