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From a functional standpoint, intranets fall into a continuum. At one end, an intranet is a fully personalized, dynamic system, tightly connected to back-office applications — let's call this a "portal-type intranet". On the other end is a less dynamic intranet, with forms, directories, calendars and so on, but without access to company accounting systems, corporate performance reporting, inventory or personal data — we'll call this a "knowledge-sharing intranet."

A Web content management system (WCM) is usually the appropriate type of application for knowledge-sharing intranets, and a portal application or an application server is more appropriate for portal-type intranets (see diagram below).

Portal software is primarily designed to draw data from existing applications and display it on the Web. In many cases, this data is specific to the individual who has logged in. For example, portal software may enable connection to an HR system or an ERP system, displaying data like vacation time accrued or 401K account status. In other cases, the portal software may act as a Web front-end to applications like Notes databases, inventory systems, and so on.

If portal software functionality sounds similar to what an application server might provide, that's because it is. An application server (like Microsoft's ASP or .NET, ATG's Dynamo, BEA's Web Logic or Sun's J2EE) enables developers to access and display data sources. Portal software, however, comes with all of the bells and whistles typically needed in an intranet, like calendaring, bulletin boards, polls and collaborative features like e-rooms. E-rooms are basically places where a group can contribute content (mainly documents and other structured assets like images, spreadsheets and work plans); comment on those documents; add new versions of the documents; and sometimes chat or manage a workgroup-specific calendar.

Because intranets can serve many different groups of users, portal software can also manage access rights and permissions — meaning that it controls who has access to what content. Portal software is also likely to have built-in integration with existing directory or access control systems like LDAP or Active Directory. Also common to portal software is the ability to capture inbound content and display it (sometimes with workflow for approval or destination selection). Think of portal software as a tool that enables automated display of data from multiple sources, with a few more bells and whistles.

When content comes from the desktop rather than a back-office application, Web content management software comes to the fore. WCM software is primarily intended to enable a distributed group of content contributors to keep a Web site up-to-date. It enables content contributors and editors to categorize and link content, manages output look-and-feel via templates and controls the timing and authorization of content publishing through workflow. WCM systems also often integrate with or provide services like bulletin boards, calendars and document and/or digital asset repository management.

Web content management software can be a critical element of a successful intranet. If the intranet's content isn't timely, accurate and well-categorized, it isn't likely to be used. If the process to add or update content is complex, slow or arcane, people aren't likely to maintain it. If content structure and categorization aren't well defined, the intranet is likely to become unusable over time. If control over design and layout isn't maintained, the site is likely to appear unprofessional and disorganized. A Web content management system can address each of these problems.

By assigning roles and responsibilities to different individuals across an organization, managing an intranet can become a much simpler task. With a WCM system in place, for example, an individual in the HR department can log in via a browser, upload the new HR form, add two new job listings, answer some questions that have come in via e-mail or a form on the intranet and log-off, all in a few minutes. Similarly, individuals from the sales department in San Diego, Trenton and Toronto can all have the power to upload recent sales presentations, while marketing manages its repository of approved brand images and assets — all without any assistance from technical staff.

When is a Portal Not a Portal?

Let's face it: the word "portal" has been used to describe so many things that it has ceased to have real meaning. I'm guilty as charged; I used the word in the first sentence of this article to mean, "an intranet that includes on-demand content drawn from other applications." Word to the wise: be careful to ask what people mean when they use the term.

To muddy the waters a bit further, most portal vendors have some WCM functionality. In fact, Vignette, one of the largest WCM vendors, recently bought Epicentric, one of the largest portal software vendors. Additionally, most WCM vendors also have strong capabilities in connecting to other applications and drawing data out for display. Some WCM products even have built-in connectors to common back-office applications.

Thankfully, matters really aren't that confusing, and cost will solve the problem for most companies considering an intranet. Portal products and high-end WCM applications with built-in connectors tend to be expensive — typically in the $250,000+ range. More expensive still is integrating, customizing and rolling-out those applications; implementation is often two to three times the initial software cost. If the intranet is providing personal data for each individual, then implementation, management and support costs will be even higher. For most companies considering an intranet, the knowledge-sharing approach provides much of the desired functionality without the high pricetag. Midrange WCM systems tend to cost $50,000 to $100,000 for the software, with a one to two times that for services to get the system working and get staff trained.

Web Content Management as a Service

Intranets are built to share organizational information across a diverse entity. Sometimes that information is sensitive; in some cases, so sensitive that the organization decides to keep it behind the corporate firewall. If the data is too sensitive to be exposed to the Internet as a whole, a Web content management service isn't going to work. If, however (like most intranets), the data is sensitive but doesn't have to be kept behind the corporate firewall, a software service can be a good option.

A Web content management service — or hosted WCM system, as it's sometimes called — works the same way as an installed product, but the application is hosted and managed by the software service company. The company takes care of everything including implementation, customization, and, in most cases, training. An intranet can thus "rent" a customized WCM system. The obvious advantages with a software service are cost and speed. The hidden advantages can include attractive features, good support and ongoing security and backup management. Because software services live via the Internet, they can typically connect with most other applications quite readily. Typical WCM software services start at about $2,000 per month.

Some software services provide a complete "intranet in a box" for those companies that don't already have an intranet, or would like to scrap their existing intranet altogether. Be careful of the various offerings, however. Some can be quite complete, but others are really intended as collaborative e-room-type applications, which may not be adequate for a corporate knowledge-sharing intranet.

Whether selecting a portal product or a hosted Web content management system, remember that the most important success factors for an intranet are making it practical, usable and current. Software can only enable these things. Good training and attention to the rollout process are still critical for a successful, sustaining implementation.

Jim Howard is CEO of CrownPeak Technology in Marina del Rey, Calif.