Drupal has become a serious player in the enterprise market, encountering a new set of competitors along the way. Free software alone isn't enough for most larger organizations to choose Drupal. The technical selection process is more intensive, with many more stakeholders influencing the decision process - each with their own biases and requirements. Additionally, enterprises rely on guidance from analysts and their peers to create their short list of potential options to consider. Raising the visibility of Drupal's strengths and success stories is critical to competing effectively in the enterprise market. In this session, we'll share our experiences positioning Drupal with the analyst community and with senior level executives from prospective customers. We'll discuss Drupal's weaknesses and lessons we've learned when Drupal has lost during the selection process, and how we, as a community, can work together to improve our chances in the future.

1. Competing with Giants
How to Win with Drupal vs Proprietary Alternatives
Bryan House
Vice President, Marketing
Acquia
@bryanhouse

2. Objectives for Session
• Explore market opportunity for Drupal
• Review how analysts perceive Drupal
• Discuss how to position Drupal to win
• Explore how you

3. Drupal Social Publishing Platform
Open source, social publishing phenomenon.
Drupal powers >1.5% of the Web.
Market Size [1,000,000+ sites]
Innovation [7,000+ modules]
Community [500,000+ members]
[ “… is as much a Social Software platform
as it is a web content management system.”
]
CMS Watch, The Web CMS Report 2009

4. Enterprise Web Infrastructure
External
Websites
Product sites Corp Site
Marketing Microsites
Community sites
Other sites
Internal
Websites
Collaboration Intranet Departmental Sites

5. What are Organizations
Trying to Accomplish?
• Publish & organize rich content quickly
• Manage collections of sites
• Build communities to support ad hoc
business activities

6. Yet, for Most Organizations Their
Web Strategy Looks Like This

7. Or, More Likely, This...

8. Competitive
landscape is shifting
as Drupal enters the
Enterprise

9. Who is the Enterprise?
“Global 10,000”
• More than 2,500 employees
• Greater than $500M revenues
• Actually approximately 14,000 businesses Worldwide

10. Who is the Enterprise?
Well defined procurement processes
Multiple decision influencers
• Technical stakeholders
• CIO & CTO, Architects, sysadmins, development
• Business stakeholders
• CMO, department heads, content contributors

11. For many, its not simply
a choice between open
source options

14. Web Content
Management /
CMS Market

15. Gartner WCM Magic Quadrant
• Drupal doesn’t make
the list
Why?
• Minimum threshold -
$10M in revenue
• How to measure in an
open source ecosystem?
Gartner Magic Quadrant for Web Content Management 2010

16. Forrester WCM Wave
• Again, Drupal doesn’t
make the list
Why?
• Minimum threshold -
$25 million in revenue
• 100+ customers with
>1,000 employees
Forrester Wave: Web Content Management For External Sites, Q2 2009

17. Real Story Group formerly known as CMS Watch
Drupal “Designed explicitly for
community-generated content,
combining social interaction and web
publishing into one platform”
“a relatively risky” choice
• Just released a significant
major upgrade
• Not all modules upgraded
• Lack of experienced
resources in the field
Real Story Group: 2011 WCM Market Analysis

18. Real Story Group
2009 Categorization 2010 Categorization
Complex Enterprise
Enterprise
Platform
Upper-range
Upper-Tier
Platforms
Mid Market Mid-Range
Mainstream Platforms
Mid Market Mid-Range
Challengers Products
Hosted
Services
Commercial
Simpler Products
Open Source
Community
Open Source

19. Real Story Group
2009 Categorization 2010 Categorization
EMC Documentum,Vignette, EMC Documentum, OpenText
Complex Enterprise
Enterprise IBM, Interwoven, OpenText, Vignette, IBM, Autonomy /
Oracle Platform Interwoven, Oracle
Percussion, CoreMedia, Day, Percussion, CoreMedia, Day,
Upper-range
Upper-Tier FatWire, Mediasurface, SDL FatWire, Mediasurface, SDL
Tridion Platforms Tridion
Drupal, Hippo, Refresh, Atex
Polopoly, Alterian CME,
Mid Market Ektron, Escenic, Ingeniux, Mid-Range Microsoft, Open Text Web
Mainstream Microsoft, PaperThin, Sitecore Platforms Solutions, Plone, Sitecore,
Typo3,Vyre
e-Spirit, Hannon Hill, Refresh, Clickability, CrownPeak, e-
Mid Market TerminalFour, Alterian, Enonic, Mid-Range Spirit, Hannon Hill, Refresh,
Challengers EPiServer, GOSS, Lyris, Telerik, Products Ektron, Escenic, eZ Publish,
Vyre Ingeniux, Enonic, EpiS, GOSS
Hosted CrownPeak, OmniUpdate,
Services Clickability
Alterian CMC, Wordpress,
Commercial Alfresco, Hippo, DotNetNuke, eZ DotNetNuke, Joomla, Kentico,
Systems, Magnolia Simpler Products OmniUpdate, OpenCMS,
Open Source
PaperThin, Telerik, TerminalFour
Community Drupal, Joomla, OpenCMS,
Open Source Plone, TYPO3

20. Real Story Group
2009 Categorization 2010 Categorization
EMC Documentum,Vignette, EMC Documentum, OpenText
Complex Enterprise
Enterprise IBM, Interwoven, OpenText, Vignette, IBM, Autonomy /
Oracle Platform Interwoven, Oracle
Percussion, CoreMedia, Day, Percussion, CoreMedia, Day,
Upper-range
Upper-Tier FatWire, Mediasurface, SDL FatWire, Mediasurface, SDL
Tridion Platforms Tridion
Drupal, Hippo, Refresh, Atex
Polopoly, Alterian CME,
Mid Market Ektron, Escenic, Ingeniux, Mid-Range Microsoft, Open Text Web
Mainstream Microsoft, PaperThin, Sitecore Platforms Solutions, Plone, Sitecore,
Typo3,Vyre
e-Spirit, Hannon Hill, Refresh, Clickability, CrownPeak, e-
Mid Market TerminalFour, Alterian, Enonic, Mid-Range Spirit, Hannon Hill, Refresh,
Challengers EPiServer, GOSS, Lyris, Telerik, Products Ektron, Escenic, eZ Publish,
Vyre Ingeniux, Enonic, EpiS, GOSS
Hosted CrownPeak, OmniUpdate,
Services Clickability
Alterian CMC, Wordpress,
Commercial Alfresco, Hippo, DotNetNuke, eZ DotNetNuke, Joomla, Kentico,
Systems, Magnolia Simpler Products OmniUpdate, OpenCMS,
Open Source
PaperThin, Telerik, TerminalFour
Community Drupal, Joomla, OpenCMS,
Open Source Plone, TYPO3

21. Social Software /
Community Software
Market

22. Gartner Internal Social Software
• Drupal a “Visionary”
Criteria?
• 15 Current users
• 100,000 active internal
seats
• 4 organizations with
5,000 active users willing
Gartner Magic Quadrant, Social Software in the Workplace 2010 to provide references

23. Gartner External Social Software
• Drupal a “Visionary”
Criteria?
• $3M revenues
• 250,000 active users
• 5 organizations with
5,000 active users willing
to provide references
Gartner Magic Quadrant for Externally Facing Social Software, 2010

24. Forrester Community Platform Wave
• Only 5 vendors
Criteria?
• 50% of clients deploy for
customer-facing communities
• 20% of install base has >$1B
annual revenue
• Several communities with at
least 250,000 members
Forrester Wave: Community Platforms, Q2 2010

25. How The Analysts See Drupal
Strengths
• Community-oriented publishing and communication
• Lightweight core, extensible via vast array of modules
• Dynamic web application development framework
• Content services approach to content organization

26. How The Analysts See Drupal
Weaknesses
• Lack of configuration management tools
• Weak content staging support
• Not a fit for formal editorial approval processes

27. How To Impact Analyst Coverage
Share success stories
Speak about your Drupal implementations
Ask the analysts about Drupal

28. Implications
Drupal is becoming a first class citizen in an
enterprise web infrastructure
but, clearly room for improvement...

29. How to position
Drupal to Win

30. where cost and speed to
market are both critical
factors, open source software
can play a key role in helping
organizations develop the
capabilities they need to
achieve high
performance quickly
and at reduced cost

31. Shift to Content Services
• From self-contained, page-centric
applications to content services frameworks
• Modular, flexible architecture to support
rapid application development
• RESTful services - core infrastructure of the
Web

32. How Drupal Manages Content
Views
References
blog wiki web
Content post entry page
video image media
Nodes

33. Dynamic Content Organization
• Free of hierarchical folder / site map
approach to content organization
• Content service-level controls
• Vocabulary driven organization

34. How Drupal Organizes Content
Content Tagging

35. How Drupal Organizes Content
Content Tagging

36. How Drupal Organizes Content
!"#$"%
Site Visitors &'(")$*+,-."%
Content Tagging

37. How Drupal Organizes Content
!! !!
Site Visitors !!
Content Tagging

38. How Drupal Organizes Content
!! !"#$"% !!
Site Visitors !! &'(")$*+,-."%
Content Tagging

39. Content + Community, at the Core
• As much a Social Software platform as a
Web Content Management system
• Legacy systems add features, but not native

40. Community Powered. Innovation.
profiles / content
friends
(micro)
rich media
blogging
UGC
Social Publishing templates
workflow
analytics
taxonomy
groups
social
tagging
Drupal theme

41. How Drupal Manages Users
Administrator Authenticated Anonymous
Users Users
Roles authors editors Groups of like users
Permissions Create Page Edit Page Operations allowed by role
Views My Posts All Posts Determined by permissions

42. How Drupal Manages Users
Administrator Authenticated Anonymous
Users Users
Roles authors editors Groups of like users
Unlimited
Permissions Create Page Edit Page Operations allowedroles,
custom by role
permissions &
views
Views My Posts All Posts Determined by permissions

43. 500,000of Development
Democratization strong!

44. Case studies:
Where Drupal wins

45. Situation Result
• 30+ websites • Killed in-progress project,
shifted to Drupal
• Approaching end of 2
year, 8 figure project • Focused on agile dev, quick
with proprietary system wins for business
• Falling well short of • Access to source code &
business requirements thriving community were
prior to launch key decision factors

49. Multnomah County, Oregon
Situation Result
• Existing Vignette user • Pilot Drupal project
• Difficult to use, lots of • Extended feature set
training
• Turnkey site launches
• Incremental costs for
• Improved site
image resizing, media
performance & uptime
handling, DocMgmt
• Significant cost reduction
• Upgrading sites > 1 year

50. Financial Services Company
Situation Result
• Using sunsetted version • Trapped!
of SDL Tridion
• Stuck in middle of 5
• Migration assessment - year amortization
$150,000!
• Incremental license
• Explored different costs cheaper option
options

51. Community Powered. Innovation.
more capabilities
flexible architecture
faster time to market
better value

52. You Can Help This Year!
Gartner Magic Quadrants: • Global 2,000
• Web Content Management • >1,000 employees
• Social Software in the Workplace • >$1B revenue
• External Social Software
• Communities with:
Forrester Waves: • >5,000 active users
• Web Content Management Wave • >250,000 members
• Community Platforms Wave

53. You Can Help This Year!
Real Story Group
• Analysts - Tony Byrne, Adriaan Bloem, Kas Thomas
• feedback@realstorygroup.com
Econsultancy in UK
• Global CMS Report
• E-Commerce Platform Buyer’s Guide
Idealware
• Open Source CMS Report - for Non Profit sector
IDC
• Covers both WCM and Social Software
• Mike Fauscette, @mfauscette
Altimeter Group

54. Thank You
Contact:
Bryan House | bryan@acquia.com | @bryanhouse

55. What did you think?
Locate this session on the DCC website:
http://chicago2011.drupal.org/sessions
Click the “Take the Survey” link.
Thanks!