Developers are the real key to success

Janus Boye in 2000 with some skilled developers

If you don't work with great developers and know how to manage them, you can forget digital strategy, good project management, quality content or user experience design: your project will fail.

During the past months I've come to realize the importance of developers and how they are managed. In the few web projects that actually succeed, a common characteristic seems to be a combination of experienced developers and a manager that often has a technical background.

As a customer you don't necessarily need to employ great web developers, but you need to employ somebody who can manage them. The developers can be working at a system integrator or at your vendor of choice. Either way the developers need to be directly involved on your projects. If they are not employees of your organisation, you need stronger project management skills than if they are on the inside, so that you can ensure that other clients and priorities are not taking over.

Some vendors are really good with developers. Take Microsoft with their Microsoft Developer Network, which has helped spark the romance with a product like SharePoint found in IT department around the world. Among the big vendors, IBM and Oracle also both has extensive developer communities with user groups and events geared at the technically savvy. Among the smaller vendors, this is more the exception than the rule. Alterian and FatWire are examples of vendors that don't really offer much in terms of connecting with developers and a developer community, while Ektron and Sitecore are smaller vendors that have done more than most in their league.

For you as a customer this is important to take into account. It means that it is difficult to find great web developers experienced with Alterian or FatWire. It is also more difficult to convince great developers to take on an Alterian or FatWire project and learn the products, since it is far from as attractive to write on the CV compared to those vendors that treat developers with more interest.

If you have managed to pull off a success without great developers, I would love to hear from you!


Janus Boye
CEO and Group moderator

As founder and managing director at J. Boye, Janus has grown the business from an office at home in 2003 to an international operation today with members in Europe and North America.

Janus is a frequent speaker at industry events and chairs the renowned J. Boye Conferences held since 2005 in Denmark and since 2009 in Philadelphia, US. Among the organisations that have recently called upon Janus' expertise are  local government agencies, the UN in New York and companies such as Brother, Carlsberg and Red Bull.

7 Responses to “Developers are the real key to success”

  1. Ian Truscott says:

    Nice point Janus – absolutely right – you don’t get digital engagement out of the box with any product and it’s down to strategy and the right folks to apply those tools and implement it.

    I once wrote that “Software Developers: The New Rock Stars of Marketing” to make a similar point:

    Only, I wasn’t quite so succinct!



  2. David Hobbs says:

    As a recovering C programmer, I agree that developers are certainly important. Also, as you point out the network of developers around a product is an important consideration when choosing a CMS. In addition to managing the programmers (or finding someone who can do that for you), *product* managing your own CMS implementation is important as well. You could have phenomenal developers in a strong network and wind up with a beast if different components are implemented inconsistently. This can happen not only on initial implementation, but, perhaps even more likely, after initial launch.

  3. Petr Palas says:

    Excellent point, Janus. As a CMS vendor, we can see that every day. Having the right developers with CMS product knowledge is one of the crucial parts of the project success. Marketers need knowledgable developers not only to finish the project, but also to get most out of the CMS and implement the CMS in the best way. Even if you have top developers, they may mess up the project if they do not learn how to use the product and do not follow best practices. That’s why we are investing heavily into our developer community (, developer documentation, certified training and (in the near future) into developer certification, implementation methodology and our first Kentico Conference.

  4. Dave Scalera says:

    Janus, Great Post. Appreciate the recongizition of Ektron (and yes, I agree that Sitecore also engages with their Developer Community well). We always talk internally about “winning the Developer war” because at the end of the day, all vendors can, or at least should, be able to speak to the business problems that a Marketer has, but the developer experience at the end of the day is what often makes the project successful or not.
    -Dave Scalera
    Web Solutions Evangelist, Ektron

  5. I agree totally that developers are crucial for the success of a web project. But apart from the importance of technical skills, I’ve seen quite a few projects fail even when the developers on a project are skilled.

    My advice for companies about to embark on a CMS project are:

    - Get information about the developers that will be assigned to your project during the bidding phase to ensure that you won’t be stuck with inexperienced developers.
    - Insist that at least one of the developers attend all meetings. This is important to make the personal connection with the developers as well as really understand what your goals are. If you’re successful, it will make them go the extra mile to ensure that the project is successful.
    - Make sure that the project leader is technical, or that you get access to the lead developer on your project. If a lot of communication about implementation details are done through a non-technical project leader, crucial details might be lost.
    - Ask for their advice. Many developers have extensive web experience, and could be an important resource not just for the implementation phase, but the whole project.

    This is based on many CMS projects where I’ve been either a developer or project leader. Now I’m working as a developer for a CMS vendor, and I see the same problems with CMS projects, but from another angle.

  6. John Baker says:

    Janus, I couldn’t agree more with your point. At Digirati we aim to professionalise developer roles by turning them into true engineers. This means that they can engage with the customers, understand their problems and create innovative solutions. So often developers are pushed into the background to the detriment of the project. This creates a vicious circle where developers are then treated with increasing disrespect to the point where companies prefer them completely out of sight, preferably outsourced to another continent.

    PS. Although Alterian doesn’t promote a large developer community (I believe they are trying to rectify this at the moment) our engineers find that it is a very strong platform to develop with.

  7. [...] I recently argued that developers and not software features, were the real key to success. This lead to a session at our Philadelphia conference earlier this month, where we asked whether [...]

Leave a Reply

Most popular posts from our blog
August 12, 2009 by Janus Boye
Selecting the right CMS is not an easy task with; there is in excess of 1,000 vendors in the very dynamic CMS…
February 16, 2010 by Janus Boye
All modern CMS vendors claim to be capable of delivering content to mobile devices. Some even offer additional modules to make the…
March 21, 2011 by Janus Boye
You may be impressed by some of the features during a CMS product presentation, but in reality many of the features that…
Recent comments
April 8, 2014 by Bertrand
I would include the Apache Sling website in this list ( ) as it's what powers AEM. Understanding the…
April 8, 2014 by Scott Liewehr
Great resource, Janus. And thanks for the mention.
March 15, 2014 by John
Their site may not even be a CMS but more of a custom built web application. Also, how do you…