Alignment is a popular term with business technology consultants, and
Content Management consultants are no exceptions. Aligning a technology product or service with the business needs obviously makes a lot of sense.
The problem arises when CM consultants act as if they understand the Business Strategy
? as well or better than the business owners.
Most businesses and non-profit organizations can tell you what business they are in, but would be hard pressed to precisely define the many basic elements of their business strategy that would be needed to align the various elements of their
Content Strategy, such as the Information Architecture
? of their Web CMS.
"Business/technology alignment, or just technology alignment, corrects terminology and assumptions used in business to better match those of technology and standards anticipated in the technology strategy and so-called technology roadmaps.
When technology is changing very rapidly in an industry, the aligning of business terms to the distinctions that the technology requires tends to dominate any enterprise taxonomy development effort. In such circumstances, consultants or specific technology training is usually required, as the organization lacks the internal skills or experience with the technologies that it is expects soon to be using."
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