CMS Expo 2011 Keynote - The Elephant in the Room


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While Open Source solutions in the WCM world are growing and being adopted by leaps and bounds, the focus has to change away from the technology and cost if it will continue to be relevant in the enterprise in the next five years.

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  • Everyone is abuzz over the news last night…I know all of you know what I’m talking about… Silverstripe 3.0 preview is here!Seriously though, isn’t it great? God Bless America[Osama Bin Laden killed]
  • So excitedCame last year based on an invitation from johnVERY impressedSpeakers top notch & know their stuffFounders of these great OS projects and tools come for the whole time and participateThe setup is awesome, with the tech tracks focused on the tools you care about, as well as the biz track for the non-techies who need to understand how this can help themFormat – with the panels and the sessions…that the substance is driven by the audience rather than the last 5 minsAnd by the audience…the knowledge, willingness to share, quality of questions and comments…speakers aren’t on any high-horse, willing to learn from audienceCaptured true spirit of Open Source actually
  • Someone recently called it the “anti-conference conference”I can relate to thatAs someone who chairs a track of a conference and has put together a number of CM Pros summits, etcI can appreciate the frustration of a conference planner…the need and desire to try to make sure my attendees don’t just sit there like drones for 3 days, but that they go back to work on Monday (or Thursday) with something new…some actionable information which changes the way they work or think, gives them new models of efficiency, etcThis conference does that…I sat in on some of the technical track stuff, and you guys are sharing code snippets in there! It’s fantastic!But here’s the thing: it needs to be biggerMore people need to know about thisWhy is it that Drupalcon can pull 4000 people around the block, but this conference has 400, yet tracks dedicated to many more CMS’sYou guys need to tweet, and blog, and tell your friends about thisSo, in the spirit of that (along with the fact that I waited until the last minute), I’ve simplified my slides into tweetable contentI’m not saying you should tweet the whole thing (I’m not that much of a narcissist), but I do want to encourage everyone to share, not just this session, but all sessionsAnd make sure to use #cmsx
  • Ok, so I was talking to John a few mos agoDiscussing what I said is the ‘elephant in the room’ at the Gilbane Conf and at CMS Expo:That none (few) of the closed-source, enterprise-y CMS’s are represented at the “CMS-Expo”Few, if any, of the CMS Expo attendees have ever / would ever step foot in a Gilbane conference or a Gartner PCC, etcThat both groups violently declare themselves to be CMSers, but they don’t overlapJohn said, “I think you just came up with a keynote”So yes, I’d like to talk about that a bit, but I don’t think I want to focus on itIt was originally the substance of this talk, but in the spirit of actionable conferences, I want to take it in a bit of a different directionWant to put something out there, not as a prediction, but a call to action:
  • Not a prediction…a call to actionBear with me…we’ll get back to that
  • A little over a year ago – meme about a certain highly popular platform and whether it’s a WCMS or notIt’s not represented here this year, so I won’t give them any extra play by mentioning their name…but their founder and evangelist has a last name which rhymes with “Hullenweg” Meme lasted for what seemed like ages, with camps on both sides fighting ferociouslyJust as it had nearly finally died down…I was asked to write a piece for Fierce… and did
  • I GOT KILLED after that piece!You guys are merciless!I didn’t quite have to move my family to a hotel, but pretty closeI haven’t seen so many people come out passionately against someone since Sarah Palin said she could see Russia from her backyard.
  • In my defense…Was making an academic point, and started off by saying “I don’t think of WP as a WCMS…”I even quoted Anais Nin: “We don’t see things as they are, we see them as we are”My point was that it’s in the eye of the beholder… I came up in a cms world in which all products had workflow, rules engines, etc.. [more – see Pie’s blog]Point was that there are different strokes for different folks and that some reclassification might be helpful – that for the general public it may be a debate which most aren’t interested in, but as an analyst and a pundit, I feel the convo is worthwhile.Not to mention the mag changed my title from “If we can’t define WCM, who can?”But alas, that fell on deaf ears.
  • I received more hate mail and lost more twitter followers, than for anything I’ve ever doneI felt like Jack Kevorkian down in the Bible BeltYou guys circled the wagons just stomped out any bit of fire that I might be trying to startYou guys have more passion about your tools than… I don’t know…Heck, who in the audience has a tattoo of their tool of choice? Wouldn’t doubt it… Maybe they should start thatBe careful ladies…North by Northeast gets a little crazy I hear… you’ll come back with a tramp stamp of the Drupal drop on your back…but I’d bet you’ll have 10 of these guys in the audience drooling over you
  • Heck, who in the audience has a tattoo of their tool of choice? Wouldn’t doubt it… Maybe they should start thatBe careful ladies…North by Northeast gets a little crazy I hear… you’ll come back with a tramp stamp of the Drupal drop on your back…but I’d bet you’ll have 10 of these guys in the audience drooling over you
  • To continue to beat this point into the groundAnswer to question on LinkedIn about EWCM vs WCM as an attempt to differentiate themAnswer: “The word ‘Enterprise’ is Latin for ‘slow’. Drupal and friends are too fast and nimble to be called Enterprise.”
  • But you have a right to be proudThis stuff is inspirationalThe hockey stick of impact felt by the industry since the Open Sourcers came to CMS has been amazing[ ]millions of websites and installation…it’s mind-numbingFolks are getting sites up more quickly than ever before, so speed-to-market has been impacted in a huge way, and you have really challenged the closed-sourcers to improve on thatAnd a number of things…interoperability… Heck, CMIS itself was a response, IMO, to open source’s impact on the demands of the market
  • Have caused waves through the industryEven got Bill Gates to change his tune! [Slide of Gates]How did that not just get boo’d? [ok, a couple boos, but those are old farts just trying to fit in]Who’dathunk a few years ago that MICROSOFT would be a Diamond sponsor of a conference like this, with folks like you?Or, rather, that the poor guy who’s here representing them wouldn’t be strung up by his underwear in the mens roomInstead, they’ve launched the ‘Make Web Not War’ campaign,Orchard 1.1 out,WebMatrix,CodeplexBTW, over a beer tonight, someone’s going to have to explain to me why OS-ers used to hate MS, but they’re okay with Apple…one of the most closed-source, proprietary, money-hungry companies in the world.Don’t get me wrong, I love their stuff, but I’ve just never understood the irony of a conference like this with a bunch of macs open…damn Steve Jobs is a mastermind – He could slap my momma and I’d tell her she must’ve done something to deserve itAnyway, the point is, you guys have really changed the industry, and for the better
  • Heard this earlier in Tony’s talkOS is going mainstreamIn my work, I see open source all over many of the big companiesMillions of downloads and installs and websites […][#] of modules (9k in drupal?)[#] of unique contributors…
  • You’re even being mentioned by some analysts (not all, but some…there’s work to do yet)Saw Bryan House’s presentation from Drupalcon here in Chicago a few weeks agoWants to be on Gartner MQ and Forrester WaveAsked for help telling stories to G/F since the $10m and $25m floor limits are hard to measure (they need to update this to current times)Quadrants and waves…Don’t get me startedOffer NO value on Open SourceMinimal on closed source, but that’s another story
  • You have changed the conversation…Speed to marketVendor lock-in? Who wants it?Community of developers – yep, gimmesomodatBringing interoperability to the forefrontCMIS really spawned out of all this as a way for the proprietary folks to stay relevant as open source pushed interoperabilityCustomers are really pressuring them now since they always want to have their cake and eat it too. [BTW, who coined that phrase? Who the hell would want cake for the sake of not eating it? Silly]
  • Converts to open source – ‘09
  • Converts to open source – ‘09
  • Even Bryan House mentioned it in his evangelization presentation at DrupalconHe referenced Accenture report which says “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”Screw that…”have to stop playing the cost card”We all know that OS is free like my third child who’s due in August is free. I’m not going to pay for her, but she’s going to cost me! Well worth it, but definitely not free
  • I’m not saying low-cost is the only card you play, btwYou’ve also got the card It was a tipping point for sure… [I know who Dries would vote for]Even if the analysts DID cover you, it would help expand, but it wouldn’t change the issue I want to discuss
  • When we ask professionals their thoughts, they say they use OS for pilots and prototypesAlso, not very user-friendlyThey also say it meets the need for static and intranet sites, but not ENGAGING sitesLack of support for personalization, segmentation, campaign mgmt, etcNot saying there’s nothing out there, but by and large, OS misses the boat
  • BTW, I know we just talked about the millions of sites on your tools…I’m not talking about those. I’m talking about the big boysI’m talking about beating out these large enterprise tools in head-to-head competition not because you’re perceived as cheaper, but because you bring the most business value.
  • WEM is something I’m passionate about. I think it’s brilliant for the industry. [I seem to love to be polarizing]I hear many of you probably don’t care much about this…Many pundits don’t like it…the techies don’t seem to like it as they’re the ‘purists’…many of you probably don’t like it it comes off as just another acronym from the vendor-analyst echochamberThey say we’ve had all the technologies within WEM for a decade, but we’re renaming it.Question, isn’t that the same argument folks used against AJAX??But like it or not, the good thing about it is that it’s focused on business value, and not feature/function
  • I know I just slammed Gartner, but I like their reports…I just think the MQ is crap
  • Term of endearmentBut let’s be real, right now, the folks who care about OS are the techiesEven look at the websites…the words “speak” to geeksOr if they’re not geeks, they’re the type who like to roll up their sleeves and do it themselves…the folks who used to buy a radio just to take it apart and see how it worksI LOVE THAT! But…Either way…definitely not to business types
  • What we actually do is deliver business value, or solutions to real-world problems, or however you want to state it.  Source code is merely the necessary evil that’s required to create value.Source code is akin to a mortgage The less we have, the better
  • But WCM has become a business solution, not a technology solutionOrgs are focusing on customer experience, using websites to reach out to prospects and customers. If OS WCM vendors want to be impactful (not just larger with more downloads), then they need to reach out to biz and mktg profs and develop their core functionality accordinglyThe marketers and biz folks are the ones increasingly calling the shots in the WCM vendor selection process,
  • Today, almost half of the RFP’s I’m involved in are run by non-IT groupsAnd I don’t tend to see OS winning the mainstream business – the big stuffDepartmental stuff, yeahCampaign sites,, yeah :-D
  • Typical RFP Path: Document requirements  pick prod  implementTypical path when OS WCM selectedDecide on OS in general or an OS product in particular  Document requirements  pick product (if not already chosen in step 1)  implementSo, in these cases, it had to have been a techy running the showBut that’s happening less and less.Literally, IT was running RFP project 78% of the time 5 years ago.Now? ~63% and droppingSo, if you keep going the way you are..You WON’T be gaining traction, unless you do something
  • OS will still be impactful, but you’ll just be driving commercial vendors into higher, persuasive or business-oriented content areas while OS takes over the commoditized functionsThe chasm / divide will become even greaterSpeed to market is better, but these are not going to separate you for long
  • OS becoming mainstream, so folks forget rootsMust be:1) Inclusive – include outsiders, be inviting, etc; spend a lot of time ensuring others can be included2) Transparent“As FLOSS extends beyond the niche of hackers and tinkerers, there is a greater need for input and participation of non-programmers. Currently, non-programmers are relatively unrepresented in the presentation of FLOSS to a broader public. In the broader software sphere, the implementation and instruction of FLOSS is almost exclusively limited to the illuminati of IT. If FLOSS is to make the societal paradigmatic changes it promises to, then it will need to move to a greater audience (as it has begun to in the mobile market).
  • WCM as we knew it is dyingWhether or not WP is a WCM…the point is that it doesn’t matter
  • The market, at least the closed-source market, is shifting away from thinking about WCM as managing data and allowing sally to edit the website without knowing htmlOS needs to start competing on this point
  • SLCD
  • CMS Expo 2011 Keynote - The Elephant in the Room

    1. 1. The Elephant in the Room<br />Scott Liewehr (@sliewehr)<br />Outsell’s Gilbane Group | CMPros<br />
    2. 2. 2<br />#CMSX Rocks<br />
    3. 3. 3<br />“The anti-conference conference”<br />
    4. 4. 4<br />“I think you just came up with a keynote topic”<br /> - John Coonen<br />
    5. 5. 5<br />Open Source WCM needs to change to maintain relevance in the enterprise beyond the next 5 years<br />
    6. 6. 6<br />Is it, or isn’t it, a WCMS? The meme…<br />
    7. 7. 7<br />One word: Relentless<br />
    8. 8. 8<br />“We don’t see things as they are, we see them as we are.”<br /> - Anais Nin<br />
    9. 9. 9<br />More passion than I’ve ever seen <br />
    10. 10. 10<br />
    11. 11. 11<br />
    12. 12. 12<br />The Open Source WCM community has earned the right to be proud<br />
    13. 13. 13<br />You even changed his mind!<br />
    14. 14. 14<br />Open Source is going mainstream<br />
    15. 15. 15<br />Even the big analyst firms are rating Open Source WCM…<br />Oh, wait, nevermind…but they should!<br />
    16. 16. 16<br />Pushed the envelope…<br />Speed to market<br />Vendor lock-in<br />Developer community<br />Interoperability  CMIS<br />
    17. 17. 17<br />But it’s still a cost-reduction story<br />(for the business folks)<br />
    18. 18. 18<br />Poll of enterprise converts:<br />Why Open Source WCM?<br />Lower cost: 43%<br />Reduced dependence on vendors: 21%<br />Flexibility: 18%<br />Performance: 6%<br />Security: 4%<br />Reliability: 2%<br />Other: 7%<br />Source: 451 Group<br />
    19. 19. 19<br />How important is cost savings in your adoption of Open Source? <br />38% Very Important<br />38% Important<br />23% Somewhat Important<br />0% Not Important<br />1% Don’t know<br />Source: 451 Group<br />
    20. 20. 20<br />“where costand 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”<br /> - Accenture Report<br />
    21. 21. 21<br />Screw that!<br />
    22. 22. 22<br />When evangelizing to business / enterprise folks, advocates have to stop playing the cost card<br />
    23. 23. 23<br />Open Source WCM 2011<br />=<br />IT Offshoring 2006<br />
    24. 24. 24<br />Pilots and prototypes<br />
    25. 25. 25<br />We need to focus on business value even further<br />
    26. 26. 26<br />Take Web Engagement Management, for instance…<br />
    27. 27. 27<br />“By year-end 2013, over 60% of the 100 most popular websites will actively seek out and respond to new activity patterns [WEM]”<br /> - Gartner <br />
    28. 28. 28<br />“Demands of online marketing professionals have outstripped the functionality of WCM systems”<br /> - Gartner <br />
    29. 29. 29<br />Open Source remains the domain of the “geeks”<br />
    30. 30. 30<br />“Code is not an asset, it’s a liability”<br />
    31. 31. 31<br />WCM is no longer a technology solution, it’s now a business solution<br />
    32. 32. 32<br />Key challenge for Open Source WCM:<br />WCM RFPs led by IT:<br />2008 – 78%<br />2010 – 63%<br />2012 – 50%?<br />
    33. 33. 33<br />When Open Source is selected, the process is different<br />In those cases, there is an early bias toward Open Source<br />
    34. 34. 34<br />Open Source will continue to gain ground, but it will give up the “high ground”<br />
    35. 35. 35<br />“If FLOSS is to make the societal paradigmatic changes it promises to, then it will need to move to a greater audience”<br /> - David Nalley, “Open Source Is More Than Throwing Code”,<br />
    36. 36. 36<br />“Our ability to learn from the commercial vendors is even more important than our need to learn from each other”<br /> - Dries Buytuart, 5/2/11, @ CMS Expo<br />
    37. 37. 37<br />So…<br />
    38. 38. 38<br />“Content Management Is Dead, Long Live Content Management”<br /> - Robert Rose<br />
    39. 39. 39<br />It’s not about managing data, or enabling Judy to edit the website without knowing html. Rather, it’s about managing business outcomes.<br />
    40. 40. 40<br />It’s time for Open Source to wield its mighty stick and lead this charge<br />
    41. 41. 41<br />Thank you.<br />Scott Liewehr<br />Outsell’s Gilbane Group | CMPros<br />New York, NY, USA<br />@sliewehr|<br />Please support<br />
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