Forget the Cape! Here's Why CMS Is Your 'Unsung Hero' in 2025

Here's Why CMS Is Your 'Unsung Hero' in 2025

Not All Heroes Wear Capes. Here's Why CMS Is Your 'Unsung Hero' in 2025

In an age of AI superpowers, Janus Boye tells us why CMS keeps saving the day with real value.

Presenting the Winners of the 13th Annual CMS Critic Awards!

CMS Critic Awards

<hr /> The Oscars might have <a target="_blank" href="https://en.wikipedia.org/wiki/Conclave_(film)">Conclave</a>, but we have content. And Demi Moore can have <a target="_blank" href="https://en.wikipedia.org/wiki/The_Substance">The Substance</a> – because we've got the schema. Sure, it would be great for Conan O'Brien to host the 13th edition of our world-famous <a target="_blank" href="https://cmscritic.com/cms-critic-awards">CMS Critic Awards</a>, but we've got something even better than the Academy: You.That's right. YOU.You activated your communities and rallied the vote. You brought enthusiasm for these platforms, showing up to support your favorite tools. You inspire us – and for that, our cup runneth over. While our little awards program has a streak of competitiveness, it's all about celebrating our industry and the continued innovation we see from all corners. From the vendor's perspective, it's an opportunity to highlight the power of your users – from marketers to developers – and let their voices sing. Most of all, the CMS Critic Awards is a chance to have some fun in our fast-paced, nose-to-the-grindstone world. It reminds us that people, not platforms, are at the heart of this content game. From all of us at CMS Critic, thank you for participating. Keep carrying a torch for the tools you love. <h3 id="the-envelope,-please…">The Envelope, Please…</h3> <figure class="media"><div data-oembed-url="https://youtu.be/QVcEwG_3Vw8"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/QVcEwG_3Vw8" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> Dramatic pause: Before we break the seal, we have a few notes on this year's list of champions:As you'll see, a couple of vendors showed up in a big way, owning more than one category. Still, several newcomers popped up in our nominations wave – no one we would call <a target="_blank" href="https://en.wikipedia.org/wiki/A_Complete_Unknown">A Complete Unknown</a>, but some smaller solutions that managed to make the cutoff. Congrats to all of you, and bring the thunder again next year. Because you never know what can happen.Here are your winners in the 13th Annual CMS Critic Awards: <hr /> - Best Enterprise CMS: Umbraco  - Best DXP: Sitecore  - Best Free CMS: Umbraco  - Best Headless CMS: Umbraco  - Best Open Source CMS: Joomla  - Best ECM: Microsoft SharePoint  - Best Flat File CMS: Statamic  - Best Website Builder: uSkinned  - Best Static Site Generator: Statamic  - Best DAM: Sitecore  - Best PIM: Pimcore  - Best e-Commerce Solution: Shopify  - Best Headless Commerce Solution: Shopify  - Best Composable Solution: Umbraco  - Best AI Solution in a CMS or DXP: Umbraco  - Best Development/Hosting Platform: Azure <h3 id="congratulations-to-this-year's-winners!">Congratulations to this year's winners!</h3>What can we say? We’re thrilled to have such a passionate community of readers, and we’re already looking forward to next year’s Awards. Given the shifting landscape of categories, we'll be making some changes for our 14th annual program, and even expanding a few things (don't worry, CMS is still closest to our heart). Remember to <a target="_blank" href="https://www.cmscritic.com/signup">sign up for alerts</a> about additional events this year, and check below for some upcoming conferences that we'll be attending and speaking at.       Vendor Marketing Departments: Looking to promote the good news? Email us at <a href="mailto:info@cmscritic.com">info@cmscritic.com</a> to request your exclusive badges and claim your 30 day Product Directory upgrade.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

The Envelope, Please: We Proudly Present the Winners of the 13th Annual CMS Critic Awards

Find out who took home the trophy in each category.

Generative AI is Making Content King Again

<a target="_blank" href="https://cmscritic.com/critics/michael-spenceley">Michael Spenceley</a> is Leader, Learning &amp; Content Standards - Innovative Medicine at <a target="_blank" href="https://www.jnj.com/">Johnson &amp; Johnson</a> and a CMS Critic Contributor. <hr />If you're a content professional, you've likely spent much of your career focused on how to govern the accuracy and quality of content. As Generative AI (Gen AI) has entered our collective corporate consciousness, our content is now under a microscope. If you have outdated or inaccurate content, Gen AI will bring it into focus for all to see. On one hand, this will lead to uncomfortable conversations for those who are responsible for the accuracy of content, but this also presents a significant opportunity for content professionals. Here's a conversation I’ve had a few times lately: Business Leader: “We have all this content, if we put it in a Gen AI tool, won’t that make it easier for people to get answers, reduce call center volume and create a better experience for our employees and customers?”Technologist: "Yeah, we can do that. We can integrate your CMS or knowledgebase with our Gen AI platform."Business Leader: “Michael, what do you think?”Me: "Well, I think there are more questions we need to ask. Do we have quality content to feed into the Gen AI experience? Do we have the right level of governance to ensure accuracy? Do we have clear roles and responsibilities for those who own content feeding into Gen AI? Is the ROI sufficient to invest the time and money to do this right?”  Business leaders are now recognizing the importance of good content to enable an effective Gen AI experience for employees and customers. Getting content governance right, especially in large organizations, takes lots of people, rigorous processes, clear roles and responsibilities and accountability. Here are three things all content professionals should focus on as Gen AI initiatives take center stage: <h3 id="1.-keep-moving,-even-when-it's-not-perfect">1. Keep moving, even when it's not perfect</h3>Be agile and be okay with imperfection. If you wait to use Gen AI until you've solved all your content governance problems, you will never start. Come up with an approach that works for your organization.  I see it as a two-pronged approach. First, what steps do you take right now to keep Gen AI moving? At this stage, you don't know what will work so keep it simple. Second, while you're doing that, plan for the long-term. To scale your approach, what tech do you need, what integrations and what processes need to be in place? Here’s a real example of what I’ve tried in my organization:When we need content for a new Gen AI use case, we follow this process:<ul><li>Identify – Identify relevant content that already exists. </li><li>Validate – Analyze content to ensure we have the most current version and it’s the correct level of detail.</li><li>Remediate – Work with subject matter experts to update content that is out of date and create new content to fill any gaps.</li><li>Extract – Technical team extracts content from our source system to ingest into Gen AI. </li><li>Monitor &amp; Update – Leverage existing reporting and processes to determine when content needs to be updated in the Gen AI tool.</li></ul>This is a largely manual process, but it works for now and as we refine it, we're planning for how best to scale it in the future and reduce manual effort through integrations and automation. <h3 id="2.-get-the-right-people-involved-">2. Get the right people involved </h3>If you're a content professional or a SME who owns content, speak up and get involved in Gen AI initiatives. You know things that are important to this process that others may not know. If you're not a content professional and you're on the technical side of Gen AI, don't go it alone. While you can probably get your hands on some content to start, there is a chance that there's a lot you don't know about the content. When assessing content for accuracy and relevance, there can be many nuances, especially in large global organizations. Additionally, content teams already have processes in place to source and update content, and they have relationships with the subject matter experts who can validate content. Rely on content professionals and SMEs to tell you which content is ready for Gen AI and what steps need to be taken to prepare content. Here’s a real example of what I’ve tried in my organization:We established weekly touchpoints that include a combination of content, IT and business process owners. The content team drives the identify, validate, remediate, extract, and monitor process. The content team works with SMEs and content owners to validate content accuracy and remediate gaps. Our IT partners ingest content into the Gen AI tool and train the model. This ensures that this work is connected to our existing content governance process and isn't seen as additional work for content and process owners. We have one source of truth, one process and one governance model for content. Gen AI is just an additional channel where the content is being consumed. This could change in the future, but leveraging existing processes and infrastructure is an effective way to get things moving quickly.    <h3 id="3.-seize-the-opportunity-to-get-resources-and-support">3. Seize the opportunity to get resources and support</h3>In large organizations, content governance has often not gotten the time and attention it deserves, beyond a small group of content professionals. In the short time I've been working on this, I have learned that this connection between content and the success of Gen AI, is logical but isn't always obvious. It's on us, as content professionals, to speak up, get involved and make the case. Here’s a real example of what I’ve tried in my organization:We engaged with leaders and content owners to help them understand how our content will make or break our journey with Gen AI and are weaving Gen AI into our strategic vision for the future of content. We’re defining requirements for how our content needs to be structured and stored in the future to enable a good Gen AI experience.  Specifically, how to simplify and componentize content with component-level metadata. We’re also defining future-state content governance and what that takes from a resource standpoint. This includes how we drive greater accountability and create clearer roles and responsibilities for our content professionals and content owners to ensure content accuracy. <h3 id="conclusion">Conclusion</h3>As with anything new, there are still more questions than answers. Here are a few questions that content professionals should be thinking about:<ul><li>I’ve been on a mission to promote the idea that less content is more. Will a minimalist approach to content work in the age of Gen AI? </li><li>Many people challenge the accuracy of information coming from Gen AI. What role might content professionals play to change that perception? </li><li>Will content structure, metadata and governance still matter as Gen AI gets more advanced?</li></ul>I’m sure we’ll continue to debate these questions in the coming years. This space is evolving quickly, and I'm confident there will be advancements to make it easier in the future. Given the technology and resource constraints that all organizations are dealing with, these are some practical things to consider as you embark on your Gen AI journey. For now, it’s going to be messy, and that’s okay. Seize this opportunity to elevate your role as a content professional in your organization.    <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:30.46%" src="https://cmscritic.com/ms-content/uploads/2024/11/cms-summit-25.png" alt="" /><h4 id="cms-summit-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">CMS Summit 25</a></h4>May 13-14, 2025 – Frankfurt, GermanyDon't miss the first European edition of our prestigious international conference dedicated to the global content management community! CMS Summit 25 will bring together top-notch speakers, our renowned learning format, and engaging social events. Hear from leading practitioners like Deutsche Bahn, Dr. Oetker, and more – and join customers, agencies, and CMS vendors as we discuss current trends and what's ahead for the content and digital experience fields. Connect and network at the only vendor-neutral, in-person conference focused on CMS. Space is limited for this exclusive event, <a target="_blank" href="https://www.boye-co.com/conferences/cmssummit25">so book your seats today.</a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Michael Spenceley of J&J shares 3 things content pros should focus on as Gen AI takes center stage.

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Adapt + Thrive: Contentstack’s ContentCon25 Energizes Attendees with an AI-Powered Vision

matt-garrepy

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/michael-spenceley">Michael Spenceley</a> is Leader, Learning &amp; Content Standards - Innovative Medicine at <a target="_blank" rel="noopener noreferrer" href="https://www.jnj.com/">Johnson &amp; Johnson</a> and a CMS Critic Contributor. <hr /> Most organizations understand <a target="_blank" rel="noopener noreferrer" href="https://blog.hubspot.com/marketing/content-operations">content operations</a>, even if there are differences in how it's executed. Generally speaking, it's the foundation of people, processes, and technology that enables a brand to manage its content at scale across a multitude of channels. But it's also a living, breathing activity that requires continuous maintenance and consideration. Regardless of how you navigate the ebb and flow of creating, reviewing, publishing, and managing your content, there are fundamentals that almost every model shares – and areas where things can be optimized and improved.In my years of managing content across large enterprises with distributed teams in highly regulated industries, I've formulated an operating model for optimizing content operations. Not only has it proven very successful in content applications, but it also has the potential to improve collaboration, support strategic goals, and enhance other facets of your business operations.<h3 id="why-is-this-important?">Why is this important?</h3>You may already intuitively think about your operation in this way. However, this structure provides a clear path for continuing to optimize your operation over a longer period. It also gives your team and your broader organization a clear language to articulate where and how work gets done today and a roadmap to get it to where it should be in the future. While I’ve framed this concept in the context of content operations, most of it likely applies to any service delivery operation across a wide range of processes and industries.  <h3 id="what-is-it?">What is it?</h3>This model provides a clear set of options for how work gets done, where it gets done, and who does it – with a focus on ensuring that the how, where, and who is fit for purpose based on the nature of the work. Here is an example of a tiered operating model: <ul><li>Tier 1 – Stays with the business<ul><li>Mostly strategic work that requires a high level of business or product subject matter expertise</li><li>Highest cost tier </li></ul></li><li>Tier 2 – Centralized content services<ul><li>Mix of tactical and strategic, requires moderate level of business or product subject matter expertise, significant content strategy expertise, and proximity to business stakeholders in tier 1</li><li>Lower cost tier</li></ul></li><li>Tier 3 – Outsource/Offshore<ul><li>Mostly transactional, requires low level of business or product subject matter expertise but still requires human intervention</li><li>Low-cost tier</li></ul></li><li>Tier 4 – Automate<ul><li>Transactional, repeatable and requires minimal human intervention</li><li>Lowest cost tier </li></ul></li></ul><h3 id="how-do-you-do-it?">How do you do it?</h3>It’s worth mentioning at this point that all the steps below shouldn’t be done in isolation; they should all be done in partnership with business stakeholders who currently own and interact with these processes. <ol><li>Start by defining the tiers in your model. Determine which tiers already exist and then consider tiers you need in the future that you may not have today.</li><li>Document processes, activities, and tasks that are done in each tier today. It’s up to you how granular you get. If your processes are complex, you’re going to need more granularity. If you plan to split certain activities across tiers, you’re going to need more granularity to understand which parts of the process should sit in different tiers. </li><li>Estimate your cost for each tier. This can be as simple as an average hourly rate by tier.</li><li>Based on cost and complexity of the work in each tier today, consider where you have opportunities to centralize, optimize and move work down the tiers. Work can move down the tiers over time, or it can skip tiers depending on the nature of the work. </li></ol><h3 id="how-might-this-help-you?-">How might this help you? </h3>It provides a roadmap to take in new work in a structured way, and it shows your business partners that you’re willing to collaborate in a way that acknowledges what they value, their pain points, and their appetite for change. In the beginning, you may be focused on work that’s perceived as tactical or tedious that you don’t want to do, but that gives you an opportunity to centralize, standardize and optimize it. This opens the door to begin a conversation about taking on more strategic and impactful work. This doesn’t happen overnight. It’s a journey.  <h3 id="watchouts">Watchouts</h3>Here are some common pitfalls to be aware of as you consider implementing your version of this model:<ul><li>Don’t create unnecessary handoffs. Be thoughtful about splitting up related activities across different tiers. Sometimes it makes sense to keep certain activities together.</li><li>As you implement, you’re moving work between teams, between vendors, and maybe between countries. This is a delicate process that requires a focus on managing and leading through the change.</li><li>While there will be challenges and a learning curve, once a process moves from one tier to another and is stabilized, it should be better than it was before. This isn’t just about cost; it’s about optimization of both the process and the experience of everyone who interacts with that process.</li><li>Make sure your lower-cost tiers (especially automation) actually cost less. If it costs you millions of dollars to build an AI to do a task that a human can do for a few thousand dollars per year, it may not be worth it – at least not yet. As AI becomes more advanced and cheaper, that time will come.</li><li>If you come across activities that just don’t make sense, always question it. Don’t try to optimize something that shouldn’t be done at all.    </li></ul> <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

An Operating Model to Optimize Content Operations (and Probably Lots of Other Stuff)

michael-spenceley

<hr /> Your <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/what-is-a-content-management-system-cms">Content Management System (CMS)</a> is a core element of your online presence. However, a CMS is only one part of your digital marketing toolbox. To unlock its full potential, you need to integrate email marketing tools that help:<ul><li>Reach out to new audiences</li><li>Engage visitors and turn them into customers </li><li>Track the performance of your campaigns</li></ul> In this post, we'll highlight platforms that integrate with <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wordpress">WordPress</a> and other CMSs.<h3 id="moosend"><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/moosend">Moosend</a></h3> <figure class="image image-style-align-center image_resized" style="width:92.15%"><img src="https://cmscritic.com/ms-content/uploads/2025/06/image-1750083711805.png" alt="Picture" /></figure> <a target="_blank" rel="noopener noreferrer" href="https://moosend.com">Moosend</a> is an easy-to-use email marketing and marketing automation platform with a short learning curve and powerful tools. Its key features include:<ul><li>Built-in AI tools</li><li>Website tracking and segmentation</li><li>Ready-made automation flows</li></ul>Moosend integrates natively with WordPress and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/drupal">Drupal</a>, but it's also possible to integrate the email marketing platform with any headless CMS through third-party tools.The email marketing platform lets you set up automated campaigns, segment your audience, and track performance, all from an intuitive dashboard. Connect your CMS with Moosend to automatically group your audience based on their interactions with your website, share content like blog posts, product updates, and promotions, and deliver a consistent user experience across channels. Best for: Small to mid-size businesses looking for an <a target="_blank" rel="noopener noreferrer" href="https://moosend.com/blog/cheap-email-marketing/">affordable email marketing platform</a> that carries powerful features without enterprise-level complexity.<h2 id="constant-contact"><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/constant-contact">Constant Contact</a></h2> <figure class="image image-style-align-center image_resized" style="width:92.51%"><img src="https://cmscritic.com/ms-content/uploads/2025/06/image-1750083711640.png" alt="Picture" /></figure> One of the oldest and most popular email tools in the email marketing space, <a target="_blank" rel="noopener noreferrer" href="https://constantcontact.com">Constant Contact</a> is a go-to for businesses like nonprofits and event organizers due to core features that include:<ul><li>Event registration and ticketing options</li><li>Donation tracking tools to manage your data as a non-profit</li><li>RSVP tracking</li></ul>Its drag-and-drop email builder and powerful automations make it a well-rounded choice. You can connect it to popular CMS platforms via plugins or API, making it easy to capture subscribers and launch campaigns.Best for: Organizations that need to combine email with events, surveys, and social media in one place.<h3 id="mailchimp"><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/mailchimp">Mailchimp</a></h3> <img style="width:93.9%" src="https://cmscritic.com/ms-content/uploads/2025/06/image-1750083711715.png" alt="Picture" />  <a target="_blank" rel="noopener noreferrer" href="https://mailchimp.com/">Mailchimp</a> is a popular newsletter tool that can help you craft beautiful email campaigns, improve brand visibility, and influence your <a target="_blank" rel="noopener noreferrer" href="https://attrock.com/blog/website-traffic-case-study/">website traffic</a> with more visitors and a better CTR. Whether you're running a blog or an eCommerce brand, this platform can help you go beyond email marketing with analytics tools that track the metrics that shape your content strategy, such as:<ul><li>Open and click-through rates</li><li>Deliverability</li><li>Unsubscribes</li></ul>Most CMS platforms support Mailchimp, and the setup is quite straightforward.Best for: Businesses and marketers who want deep insights into subscriber behavior and email performance.<h3 id="brevo"><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/brevo">Brevo</a></h3> <figure class="image image-style-align-center image_resized" style="width:93.26%"><img src="https://cmscritic.com/ms-content/uploads/2025/06/image-1750083711667.png" /></figure> <a target="_blank" rel="noopener noreferrer" href="https://brevo.com">Brevo</a> is a robust all-in-one email marketing platform that helps you engage your audiences through SMS and email marketing campaigns. Its strength lies in delivering the right message at the right time using: <ul><li>A no-code email builder</li><li>Advanced segmentation and personalization options</li><li>Dynamic content</li></ul>Brevo integrates smoothly with most CMS platforms like WordPress, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/woocommerce">WooCommerce</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/elementor">Elementor</a>, making it easy to launch targeted campaigns based on user behavior.Best for: SMBs, growth-focused businesses that need a scalable solution.<h3 id="aweber"><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/aweber">AWeber</a></h3> <img style="width:65.49%" src="https://cmscritic.com/ms-content/uploads/2025/06/image-1750083711798.png" /> <a target="_blank" rel="noopener noreferrer" href="https://www.aweber.com/">AWeber</a> is an email marketing tool marketed towards SMBs and content creators who want a powerful platform that can scale with them. The interface is user-friendly and feature-packed, including:<ul><li>Advanced behavioral targeting</li><li>Split testing</li><li>AI-powered content creation tools</li></ul>AWeber also supports rich media, so incorporating visuals like GIFs or links and thumbnails that lead to <a target="_blank" rel="noopener noreferrer" href="https://www.veedyou.com/video-animation-cost/">animated videos</a> in your emails is seamless. AWeber integrates with various CMS platforms (WordPress, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wix">Wix</a>, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/shopify">Shopify</a>) through pre-built connectors and plugins.Best for: Creators and entrepreneurs looking for simple yet powerful tools to engage subscribers and grow their reach.<h3 id="boost-the-effectiveness-of-your-cms">Boost the effectiveness of your CMS</h3>Your CMS is only as effective as the ecosystem around it. By integrating tools like Moosend, Constant Contact, and other email marketing platforms, you can craft beautiful emails, enhance your brand's presence, and make data-driven decisions. That way, you can optimize your email campaign strategy and boost both performance and engagement. <hr /><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/tealia">Téa Liarokapi</a> is a Senior Content Writer for Moosend and a CMS Critic contributor.  <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

The 5 best email tools to integrate with your CMS in 2025

tealia

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/tom-cranstoun">Tom Cranstoun</a>, “The AEM Guy,” is the principal consultant at Digital Domain Technologies Limited and a CMS Critic contributor. <hr /> <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe Experience Manager's</a> transformation from its open source foundations to today's composable enterprise platform reveals compelling insights into where digital experience platforms are heading. Having observed AEM implementations across global brands for thirteen years, including Nissan-Renault, Twitter, Ford, and Jaguar Land Rover, the platform's trajectory points toward a fundamental shift in how enterprises approach content management.  <figure class="image image-style-align-center image_resized" style="width:84.25%"><img src="https://cmscritic.com/ms-content/uploads/2025/06/image-1750016427416.png" /></figure>Graph source: builtwith.com<h3 id="beyond-traditional-cms-thinking">Beyond Traditional CMS Thinking</h3>AEM's unique architecture – built on open-source foundations including <a target="_blank" rel="noopener noreferrer" href="https://jackrabbit.apache.org/jcr/index.html">Apache Jackrabbit</a>, <a target="_blank" rel="noopener noreferrer" href="https://felix.apache.org/documentation/index.html">Felix</a>, and <a target="_blank" rel="noopener noreferrer" href="https://sling.apache.org/">Sling</a> – has always enabled modular deployment. Today's 35,000 active implementations demonstrate this composability in practice, but Adobe's strategic direction suggests something far more transformative: an ecosystem approach that transcends traditional platform boundaries.<h3 id="the-ecosystem-revolution">The Ecosystem Revolution</h3>Adobe has introduced three innovations that signal this transformation: Franklin (Edge Delivery Services), the Universal Editor, and AEM Document Authoring. These aren't incremental CMS features – they represent a complete rethinking of content workflows.<ul><li><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/adobe-experience-manager-evolves-franklin-launches-next-gen-composability-feature">Franklin </a>represents perhaps the most radical departure from conventional approaches. Content creators can write in Google Docs or Microsoft Word, then publish directly to Adobe's edge network as fully rendered web pages. The entire frontend becomes open source – downloadable, modifiable, and customizable without backend dependencies. This acknowledges that content creation often happens outside traditional CMS interfaces. Quick fact: Named after <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Rosalind_Franklin">Rosalind Franklin, </a>who helped discover the helix structure of DNA, the initiative aligns with Adobe's tagline of “Creativity is in our DNA.” </li><li><a target="_blank" rel="noopener noreferrer" href="https://experienceleague.adobe.com/en/docs/experience-manager-cloud-service/content/implementing/developing/universal-editor/getting-started">The Universal Editor</a> takes a complementary approach, enabling in-browser editing of live websites regardless of the underlying CMS. While proprietary, it can connect to any content system with appropriate markup, creating intriguing cross-platform integration possibilities.</li><li><a target="_blank" rel="noopener noreferrer" href="https://www.aem.live/developer/da-tutorial">AEM Document Authoring (DA)</a> bridges the gap between document-based editing simplicity and full CMS capabilities. Recent implementations demonstrate its viability – Cognizant Netcentric launched the first client website using DA for <a target="_blank" rel="noopener noreferrer" href="https://www.netcentric.biz/insights/2025/04/edge-delivery-services-aem-document-authoring">Bimota</a> motorcycle brand in just three weeks from concept to DNS switch. DA functions as "the rocket engine accelerating Edge Delivery Services," providing enterprise-grade features like versioning, localization, and workflow management while maintaining streamlined content creation.</li></ul>More significantly, Adobe positions these tools as part of a broader digital experience ecosystem rather than CMS features. The AI-powered Firefly system integrates across Photoshop, Lightroom, AEM, and Franklin through Adobe I/O – itself built on <a target="_blank" rel="noopener noreferrer" href="https://github.com/adobe-apiplatform/incubator-openwhisk">Apache OpenWhisk,</a> an open source serverless platform. Creative professionals can save directly from Photoshop into AEM, while developers compose workflows across multiple Adobe services through standardized APIs.<h3 id="industry-transformation">Industry Transformation</h3>This revolution carries profound implications beyond Adobe's product roadmap. Traditional boundaries between content management, digital asset management, and creative tools are dissolving. Organizations increasingly need flexible integration points rather than comprehensive suites.The Bimota implementation exemplifies this shift. Rather than requiring months of traditional CMS setup, the motorcycle brand achieved complete digital presence in three weeks by combining document-based content creation with enterprise-grade delivery infrastructure. This speed-to-market advantage becomes particularly valuable for brands launching new products or entering new markets.AEM's trajectory illustrates a broader industry pattern: success in enterprise software now requires balancing proprietary innovation with open standards and community contributions. Adobe maintains core differentiators while contributing to shared infrastructure that benefits the entire ecosystem.Document Authoring's positioning between simple document editing and full CMS complexity addresses a persistent industry challenge. Many organizations struggle with tools that are either too simple for enterprise needs or too complex for content teams. DA's approach – combining familiar editing interfaces with backend enterprise features – suggests a middle path that could influence how other vendors design content creation tools.<h3 id="the-path-forward">The Path Forward</h3>Enterprise content management appears headed toward greater modularity and specialization. Organizations will likely assemble solutions from best-of-breed components rather than selecting monolithic platforms. This creates opportunities for both established players like Adobe and emerging specialists focusing on specific workflow elements.Adobe's investment in open-source infrastructure suggests the company understands this dynamic. By providing solid foundational technologies while competing on higher-level integration and user experience, Adobe positions itself as an ecosystem orchestrator rather than a platform vendor.The Universal Editor's cross-platform capabilities hint at even more interesting possibilities. If content editing becomes platform-agnostic, the competitive landscape shifts from CMS features toward content workflow optimization and delivery performance.Looking ahead, successful digital experience platforms will likely share certain characteristics: API-first architecture, headless capabilities, strong integration ecosystems, and the flexibility to work alongside rather than replace existing tools. AEM's journey provides a template for this transformation.<h3 id="why-it-matters">Why it Matters</h3>The future belongs not to platforms that try to do everything, but to those that do specific things exceptionally well while enabling seamless integration with complementary tools. Adobe's current direction – rearchitecting while maintaining operational continuity – suggests they understand this principle and are building accordingly.The shift from monolithic platforms to composable ecosystems represents more than a technical evolution; it's a fundamental reimagining of how enterprises create, manage, and deliver digital experiences. Adobe Experience Manager's transformation offers a glimpse into this future, where success comes from orchestrating ecosystems rather than controlling platforms. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-adobe?-talk-to-an-expert.">Looking for guidance on Adobe? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

What's ahead for Adobe Experience Manager? An ecosystem revolution. Here's why

tom-cranstoun

<hr /> Hey, it’s Friday, folks! Queue the confetti!!!If you don’t already have a skip in your step, I highly recommend adding some music to your current situation. And if you happen to stumble upon a terrestrial ‘80s rock station or Spotify playlist, maybe you’ll <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Working_for_the_Weekend">get lucky and score some Loverboy.</a>As those Canadian crooners have maintained for almost a quarter of a century, everybody’s working for the weekend…Of course, “working stiff” anthems aside, Murphy’s Law is also a song on repeat, particularly in the digital world. We’ve all heard the macabre pipe organ play when a “503: Service Unavailable” message appears on screen where a website homepage should.Why on Friday? And why does stuff invariably hit the fan at 4 PM, just as Happy Hour starts calling your name?That’s the central premise of a fictional yet highly relatable blog series from <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/joelvarty/">Joel Varty,</a> CTO at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/agility">Agility CMS.</a> It’s called “The Incremental Approach,” and across four snappy installments, it weaves a sordid tale of haywire and hope – and how a leaked press release turned a Friday afternoon into a ring of fire (hats off to the OG loverboy, Johnny Cash).I won’t give too much away, but this engaging series reminded me of the many lessons we learn along the way, and how there’s no replacement for real-world experience. For those of us responsible for the uptime of high-availability website workloads, “game day” testing our infrastructure for unexpected traffic spikes, outages, and other scenarios is essential. But there are always things we can’t see or prepare for – even with the best runbooks and failovers in place. For those situations, we need human assets. Seasoned leadership. Teams that are ready to think on their feet and bring unconventional ideas to the table.As Loverboy might say, the trusted people who have a piece of your heart. If your Friday is dragging, inject it with a little fun! This story has everything you want: drama, intrigue, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/nextjs">Next.js.</a> All the trappings of a world gone mad, and how a headless CMS – and its intrepid team – saves the day.Tapping his signature humor, Joel traverses his own playlist of hits, from how a CDN can turn a sad song into a happy one, how running code at the edge can rock the room, and how incremental steps can rewrite the lyrics and take a whole new tune to the top of the charts. You can read the series here:<ul><li><a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/blog/the-incremental-approach-go-to-market-in-less-than-half-the-time-part-1">Agility CMS: “The Incremental Approach” – Part 1 </a></li><li><a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/blog/the-incremental-approach-go-to-market-in-less-than-half-the-time-part-2">Agility CMS: “The Incremental Approach” – Part 2 </a></li><li><a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/blog/the-incremental-approach-go-to-market-in-less-than-half-the-time-part-3">Agility CMS: “The Incremental Approach” – Part 3 </a></li><li><a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/blog/the-incremental-approach-go-to-market-in-less-than-half-the-time-part-4">Agility CMS: “The Incremental Approach” – Part 4</a></li></ul> <hr /><h4 style="text-align:center" id="looking-for-guidance-on-agility-cms?-talk-to-an-expert.">Looking for guidance on Agility CMS? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Hey Loverboy, Don’t be Heartbroken: Agility Offers Levity and Lessons in ‘The Incremental Approach’ 

<hr /> It's been an active year for DAMs, particularly as AI capabilities juice the value and performance of both pure-play and DXP platform offerings. As brands look for new ways to enhance and streamline their digital assets across global teams, having a reliable and scalable DAM has become an essential part of the enterprise stack.We've tracked multiple announcements (and even an acquisition or two) in the recent past. Most have focused on addressing key gaps in delivering a complete vision for a modern digital asset management platform.That was clearly the goal for <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/mediavalet">MediaValet</a>, which just announced its acquisition of <a target="_blank" rel="noopener noreferrer" href="http://www.gotbeam.com/">Beam</a>. Beam, which describes itself as the “heartbeat of your brand,” is a SaaS platform that enables brands to accurately and effectively represent themselves anywhere and everywhere they appear. Under the hood, Beam's unique Brand Center and Experience Portal capabilities provide a suite of enablement solutions designed to help organizations optimize their brand management and curate content experiences.This acquisition extends the functionality of MediaValet’s AI-powered <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/what-is-a-digital-asset-management-dam-system">digital asset management platform</a> with Beam’s brand governance and enablement capabilities. The offering aims to help marketing organizations achieve brand consistency at scale by empowering and educating every team to deliver on-brand content across every channel through engaging, interactive experiences.<h3 id="building-the-best-dam-with-a-focus-on-brand-and-portals">Building the best DAM with a focus on brand and portals</h3>Modern DAMs have a lot of responsibility in the stack, helping to manage the content chaos that many large enterprises are wrestling with. This requires best-of-breed features like search, asset proofing, and multi-media capabilities like video management.  But DAMs need work beyond organizational facets, giving creative teams more freedom and productivity while providing broad distribution capabilities that connect content to critical stakeholders, audiences, channels, and pipelines. Additionally, successful DAMs are concerned with delivering brand governance, enablement, and education – areas where marketing teams face significant challenges. To meet this need, MediaValet and Beam are providing a pathway to scaling brand consistency and control.One of the key distribution elements of DAM is portals: webpages tied to DAM content for rapid and broad sharing with key stakeholders. Portals accelerate idea-sharing and storytelling, and help securely build brand consistency – and Beam's Experience Portals make this feature even more streamlined for enterprise content teams.“With Beam’s Brand Centers and Experience Portals, we are taking this Portal capability to new heights – unmatched in the DAM and Brand industries,” said <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/rob-chase-b0845645/">Rob Chase</a>, President and CEO of MediaValet. “The combination creates a best-in-class solution for our clients to unlock the power of their content at scale, and to build engaging and experiential Brand Centers. Once integrated, it will also enable us to deliver Experience Portals for a multitude of use cases such as sales enablement portals, partner portals, and events management, with high brand fidelity and interactive experiences.”Beam was acquired from <a target="_blank" rel="noopener noreferrer" href="https://www.monigle.com/">Monigle</a>, a U.S.-based brand consultancy with offices in New York and Denver. Monigle originally built the solution to help secure brand assets for their own customers, and ended up creating a curated, interactive, and engaging platform for brand enablement.“The Beam platform and their team’s expert brand-building knowledge is a formidable combination that is proven to deliver high-fidelity Brand Centers that are truly interactive, engaging, and experiential – the result of which is a platform that brings brands to life and helps clients to win in their markets,” Chase said. "That is why they are trusted by powerful brands like WTW and others. In addition, like us, they are known for their best-in-class support, aligning with a key pillar of our culture.”<h3 id="why-it-matters">Why it matters</h3>MediaValet continues to execute its mission to empower creatives and democratize content. Now, with the addition of Beam's Brand Centers and Experience Portals, it has expanded its core DAM capabilities to provide a more integrated and expansive solution – one that elevates brand enablement and governance. While many pure-play solutions exist on the market, MediaValet has acquired a strong position as a top content management solution in the G2 review-driven ecosystem, validated by global enterprise customers like SONOS and Experian. The company also has its fingers on the industry pulse, authoring and publishing a research index on DAM industry trends that <a target="_blank" rel="noopener noreferrer" href="https://www.mediavalet.com/resources/dam-trends-report">you can read here. </a>From an AI perspective, DAMs are running hot and heavy – and MediaValet is definitely in the game. The platform's automation offers precision tagging of content with relevant keywords, as well as color recognition, smart image search, and even facial recognition. MediaValet also offers an open API for building custom solutions and a library of pre-built integrations with platforms like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentful">Contentful</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/salesforce">Salesforce</a>. If you're evaluating pure-play DAMs for your stack, this is definitely worth exploring.  <hr /><h4 style="text-align:center" id="looking-for-guidance-on-mediavalet?-talk-to-an-expert.">Looking for guidance on MediaValet? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

MediaValet Acquires Beam, Aims to Evolve DAM with Brand Enablement and Governance

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Call Tracking + AI 

Call Tracking + AI that Turns Calls into Leads

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<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/eric-feige">Eric Feige</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/dan-drapeau"> </a>is Managing Director, Strategy at <a target="_blank" rel="noopener noreferrer" href="https://www.vshift.com/">VShift</a> and a CMS Critic contributor. <hr /> Digital transformations are about business reinvention. Success requires aligned leadership, cultural adaptation, implementable strategy, and constant evolution. Disconnect between functional leaders (e.g., CFOs, CIOs, and CMOs) and their consultants, systems integrators, and agencies is a key reason why digital transformations fail.Often, we find that organizations are unable to quickly launch new sites or digital products required for growth and prioritized as urgent by leadership. Their content supply chain is bottlenecked and incapable of supporting personalized content experiences. And their customer data is just not usable despite years of marketing technology investment. If only there were a magic cure that could turn back time and ensure that strategies are implementable, digital technologies flexible, and campaigns effective – and able to drive growth at scale.Strategies created by management consultants with little to no digital program implementation experience yield “pie in the sky” roadmaps. Digital ecosystems implemented by global systems integrators and shaped by outdated IT principles deliver monolithic technologies that make business stakeholders dependent on vendor-certified consultants. Go-to-market (GTM) campaigns deployed by marketing specialists can only be launched by using non-enterprise MarTech (aka “shadow tech”) that circumvents blockers. Many organizations struggling to execute are increasingly self-aware that misalignment and lack of integration between strategy, technology, and marketing have left them with what developers call “a ball of mud” – a mess of an operating model that is hard to understand, difficult to maintain or evolve, and resistant to change.Can AI magically address organizational and third-party consultant dysfunction? Could a team of skilled AI agents, instead of humans, possess enough depth of specialized knowledge to seamlessly develop implementable strategies, flexible digital platforms, and winning GTM campaigns? No. AI will not be a magic cure – particularly if it is divorced from people, culture, and processes. That said, AI-enabled and integrated strategy, technology, and marketing will deliver business reinvention outcomes and will help course-correct transformations that have gone awry. <h3 id="ai-enabled-organizations-will-lead-the-way">AI-enabled organizations will lead the way</h3>According to IDC, <a target="_blank" rel="noopener noreferrer" href="https://my.idc.com/getdoc.jsp/?containerId=prUS52305724">$3.9 trillion will be spent</a> on digital transformation by 2027. Now is an opportune time to utilize AI – along with the right team of associates and consultants – to AI-enable and align key aspects of digital strategy, technology, and marketing so these four key issues are addressed:<ol><li>Lack of leadership support </li><li>Ineffective cross-functional governance</li><li>Stakeholders not being “on the same page”</li><li>Expanding the scope broadly rather than narrowing the focus</li></ol>Instead of executing a traditional management consultant strategy, AI-enabled organizations can shorten expensive multi-month strategy projects into mere days by systematically conducting competitive analysis, by ingesting stakeholder feedback and other relevant input into large language models, and by leveraging synthetic users for CX research and solution validation. Furthermore, AI tooling can render transformation roadmaps along with solution models to help stakeholders and cross-functional governance team members develop a common, aligned vision.<h3 id="the-benefits-of-a-composable-ai-approach">The benefits of a composable AI approach</h3>Rather than putting all your IT investments in a single vendor's digital technology, AI tools can help compose and intelligently assemble diverse digital experience modules. This way, the aligned vision can be progressively launched into production, with the more important aspects of the roadmap taking priority. Modularity and componentization are key in this new world of AI-supported development and integration. GTM leaders can more easily and flexibly trial-run digital technology using AI while platforms are not yet in production – a clever way of eliminating “shadow” systems.Lastly, by using AI to match customer profiles and critical needs, creative team members can more quickly fill the content supply chain with relevant copy/messages, images, videos, and tools to increase open rates, click-throughs, time-on-page engagement, and ultimately campaign conversion. AI can bridge the divide between strategy, technology, and growth, which are currently major impediments to successful digital transformation. By integrating AI enablement into these domains, sustained business reinvention is made possible while rewarding functional leadership for collaboration and for driving innovation and reinvention forward. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Aligning and Integrating Strategy, Technology, and Market Growth with AI

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<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/jurgita-lap">Jurgita Lapienytė</a><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/dan-drapeau"> </a>is Editor-in-Chief at <a target="_blank" rel="noopener noreferrer" href="https://cybernews.com/">Cybernews</a> and a CMS Critic contributor. <hr /> Imagine that you’re out shopping for a new jacket, blissfully unaware that somewhere, in the digital shadows, your personal details are being shuffled like cards in a high-stakes game you never agreed to play. That’s the reality for The North Face customers after a <a target="_blank" rel="noopener noreferrer" href="https://cybernews.com/news/north-face-cyberattack-compromised-customer-accounts-vf-corp/">“small-scale” credential stuffing attack</a> – though, let’s be honest, there’s nothing small about having your name, birthday, and address stolen.<h3 id="credential-stuffing:-the-lazy-hacker’s-jackpot">Credential Stuffing: The Lazy Hacker’s Jackpot</h3>Credential stuffing is the digital equivalent of trying every key on a ring until one fits. Hackers scoop up usernames and passwords leaked from previous breaches, then let automated bots loose on other websites, hoping you’ve reused your old faithful password yet again. Spoiler: <a target="_blank" rel="noopener noreferrer" href="https://cybernews.com/security/password-leak-study-unveils-2025-trends-reused-and-lazy/#:~:text=The%20Cybernews%20research%20team%20conducted,the%202025%20password%20creation%20trends.&amp;text=%E2%80%9CWe're%20facing%20a%20widespread,highly%20vulnerable%20to%20dictionary%20attacks.">Most people do</a>. It’s like giving every houseguest you’ve ever had a copy of your key and never changing the locks.Why does this keep happening? Because password reuse is the internet’s dirty little secret. We all know we shouldn’t, but convenience wins. The North Face’s attackers didn’t need to break down the door – they just waltzed in, armed with credentials bought in bulk from the dark web’s version of a discount warehouse.<h3 id="what-was-stolen-–-and-why-it’s-important">What Was Stolen – and Why It’s Important</h3>No, your credit card wasn’t filched this time. But don’t breathe easy just yet. Names, addresses, phone numbers, birthdays – these are the building blocks for identity theft and phishing scams that can cost you far more than a new parka. Cybercriminals love this data because it’s the clay they mold into convincing cons.<h3 id="how-to-break-the-cycle">How to Break the Cycle</h3>Here’s what CMS and DXP vendors can do to help brands secure the end user experience: <ul><li>Enable <a target="_blank" rel="noopener noreferrer" href="https://support.microsoft.com/en-us/topic/what-is-multifactor-authentication-e5e39437-121c-be60-d123-eda06bddf661">Multi-Factor Authentication (MFA)</a> by default, especially for risky logins and sensitive actions.</li><li>Use AI-powered bot detection and rate limiting to block automated credential stuffing attempts.</li><li>Integrate <a target="_blank" rel="noopener noreferrer" href="https://support.google.com/a/answer/1217728">CAPTCHA</a> challenges smartly to stop bots without frustrating real users.</li><li>Adopt secure, decoupled architectures and protect APIs with strong authentication protocols.</li><li>Check passwords against breach databases and enforce strong, unique password policies.</li><li>Monitor login patterns in real-time to spot and respond to suspicious activity quickly.</li><li>Provide built-in user education on security best practices and phishing awareness.</li><li>Keep platforms updated automatically with the latest security patches and protections.</li><li>Leverage cloud-native, vendor-managed security to reduce risks and maintenance burdens.</li></ul><h3 id="last-take">Last Take</h3>The North Face did the right thing by alerting customers, even if the law didn’t twist their arm. But let’s not kid ourselves: until unique passwords and two-factor authentication are as routine as zipping your coat before a snowstorm, credential stuffing attacks will keep finding their mark. Don’t be the low-hanging fruit. In the wilds of the internet, survival favors the cautious. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

When Passwords Become Skeleton Keys: The North Face Breach and the Perils of Credential Stuffing

jurgita-lap

<hr /> If you’re as old as I am, you might remember that the biggest hit on <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Use_Your_Illusion_I">Guns N’ Roses’ Use Your Illusion</a> was the iconic rock ballad, “November Rain.” It was cold. It was sweet. And that Slash solo? Fire. It was the soundtrack of 1991.What you might not recall (or choose to forget) was that the same album offered a cover of the McCartney/Wings ode to James Bond, <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Live_and_Let_Die_(song)#Guns_N'_Roses_version">Live and Let Die.</a> It turned out to be a sleeper hit, ranking near the top of a double album that went platinum seven times. I bring this up because, sometimes, there’s no logic to predicting human behavior. It’s an illusion. You can try to explain why a cover of a weird post-Beatles tune – soaked with an appropriate layer of pre-Grunge acid – appealed to the kids of my generation. But it ended up being one of the most popular songs on an album that sold 39 million copies. <a target="_blank" rel="noopener noreferrer" href="https://www.apple.com/">Apple</a> also knows a lot about music. And phones. And movies. Heck, they seem to have all media caught in their intrepid net of tech domination. Case in point: At their annual <a target="_blank" rel="noopener noreferrer" href="https://developer.apple.com/wwdc25/">Worldwide Developers Conference (WWDC)</a> – which kicked off today and runs through June 13th – they introduced some stunning enhancements across nearly every one of their products.I watched most of the opening, and I could spend a lot of time conveying how breathtaking the new Vision Pro UI is, how it brings flat 2D images to life with dramatic depth. I could wax philosophically about the emergence of spatial content, and how Apple is altering the fabric of reality with drag-to-life capabilities for retail products (try adding a couch to your living room from a web page and seeing it appear IRL).Instead, I’m going to zero in on everyone’s favorite subject: AI. Because there’s not enough fatigue around a subject that everyone wants to bank their future roadmaps on. If I sound cynical, it’s because I’m subjected to a lot of demos in our CMS and DXP corner of the software world, and I’m always trying to splice the hype from the hope. So here's the deal: Coinciding with WWDC, <a target="_blank" rel="noopener noreferrer" href="https://machinelearning.apple.com/research/illusion-of-thinking">Apple just released some new research</a> that casts doubt on advanced AI models. The study sharply reveals a truth that many have already suggested: AI isn’t that smart, and it’s a long way from pulling any sentient, Skynet-level shenanigans.Good news? Maybe for those who were concerned about its propensity to go all self-aware Terminator on us. But for hype machines promoting AI’s grand promise of higher-order thinking and logic, this might sour the apples, so to speak. The research paper, <a target="_blank" rel="noopener noreferrer" href="https://machinelearning.apple.com/research/illusion-of-thinking">The Illusion of Thinking: Understanding the Strengths and Limitations of Reasoning Models via the Lens of Problem Complexity</a>, is a comparative study of <a target="_blank" rel="noopener noreferrer" href="https://medium.com/@fahey_james/large-reasoning-models-lrms-an-overview-19837b72540f">Large Reasoning Models (LRMs).</a> It validates that they show promise on a variety of reasoning benchmarks, and there's clear evidence of that. But when the rubber meets the road, their limitations are, as Apple surmises, “insufficiently understood.”Said another way: Not good. In the open salvo of the research, the authors explain how they have systematically investigated the gaps that exist around mathematical and coding constraints, which impact the accuracy of a model’s output as the challenges become more difficult. Through some extensive experimentation, they arrived at a core problem:LRMs face a complete accuracy collapse beyond certain complexities. Wow. And a deeper dive into the paper's content – a 30-page railgun of diagrams comparing failure tracks along a horizon of problem complexity – fires a cannon of chaos, illuminating just how real these limitations might be.<h3 id="bad-apples">Bad Apples</h3>BTW, that’s actually a song title on Use Your Illusion I. So, what’s all the fuss about this research? Well, if you believe the doomsayers, it describes a “total collapse” scenario, suggesting that leading frontier LRMs from <a target="_blank" rel="noopener noreferrer" href="https://openai.com/">OpenAI</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.anthropic.com/">Anthropic</a>, and DeepSeek (there's a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/trust-and-verify-when-internet-drama-meets-ai-reality">great article on that one here</a>) fall apart when trying to solve really complex problems – and they don’t yield any remarkable benefits over LLMs that operate downstream.This scenario is based on the paper’s conclusion that these models aren’t, in fact, able to “think” or reason for themselves. They’re simply mimicking whatever they’ve been trained on. When given new and highly complex problems, even the most advanced LRMs perform less reliably than the standard LLMs on basic tasks. This is a “big pause” moment given the untamed investment in LRMs, which claim superior logic and reasoning for solving mathematical proofs, making decisions, and processing diverse data types with multi-modal capabilities. We’ve known about their heftier computational requirements – more tokens, slower response times – but those limitations were poopooed in light of their potential to handle higher-order problems.  To conduct its tests, Apple employed a series of “puzzles” that allowed for greater control over the granularity of complexity dimensions (they also designed them to minimize contamination that’s common in other relative benchmarks). It then compared reasoning-level responses from LRMs (such as o3-mini, DeepSeek-R1, Claude-3.7-Sonnet-Thinking) against a non-reasoning LLM. The paper provides more specifics, but what they discovered is that frontier LRMs experience a “complete accuracy collapse,” which results in a kind of logic bedlam. As observed, there were surprising limitations in the LRMs’ ability to perform exact computations, including a failure to benefit from explicit algorithms and their inconsistent reasoning across the different puzzle types.There’s a weird phenomenon at play here. Given the increased complexity of the puzzles, the models should have engaged in more detailed chain of thought computations, thus consuming more resources. But instead, they consumed less, effectively giving up. Throwing in the towel, so to speak.Not knowing the “why” in this case is particularly harrowing. As Apple states in the paper, they believe the lack of systematic analyses investigating these questions is due to “limitations in current evaluation paradigms.” In other words, we don’t even know how to test for the problem. And that’s a problem.<h3 id="knockin’-on-heaven’s-door?">Knockin’ on Heaven’s Door?</h3>This all might seem a little morose, but no one’s saying the future of AI is DOA. Well, not me, anyway. Still, the plague of inaccuracies has been scaling as of late, and Apple has been at the center of it. In January, shortly after launching its shiny new <a target="_blank" rel="noopener noreferrer" href="https://www.apple.com/apple-intelligence/?cid=wwa-us-kwgo-features-AIBrand-AppleIntellligence--AppleIntelligence-Brand-AppleIntelligence-apple%20intelligence&amp;aosid=p240&amp;ken_pid=go~cmp-21372186377~adg-168674639212~ad-757331429164_kwd-833708590225~dev-c~ext-~prd-~mca-~nt-search&amp;token=f8ed3188-10e0-4de1-9527-7c1db3c81d53">Apple Intelligence</a> feature on late-model iPhones, the company temporarily pulled the feature after the technology <a target="_blank" rel="noopener noreferrer" href="https://www.cnn.com/2024/12/19/media/apple-intelligence-news-bbc-headline/index.html">produced fake and misleading</a> summaries of news headlines that appeared almost identical to regular push notifications. The reversal was jarring, given the heavy holiday marketing they had done to promote their new AI capabilities. But this isn’t just an Apple problem. AI hallucinations are as prevalent as ever. A <a target="_blank" rel="noopener noreferrer" href="https://www.arxiv.org/abs/2407.17468">July 2024</a> study from Cornell, the University of Washington, and the University of Waterloo revealed that top AI models still can’t be fully trusted, given their propensity for making stuff up.No doubt, the timing of this research release was carefully orchestrated. With so many new product upgrades and announcements – and a gnarly video of <a target="_blank" rel="noopener noreferrer" href="https://www.apple.com/leadership/craig-federighi/">Craig Federighi</a>, Apple’s SVP of Software Engineering, circling the roof of the Cupertino saucer in a Formula 1 racer – there was ample cover. This was comms strategy at its finest, stimulating just the right amount of public discourse.There are, of course, those who might suggest Apple’s delayed arrival in the “Big AI Game” might be a key motivator. While Apple has forged a reputation for innovation, they have also been known to lag on trends like TV, autonomous vehicles, and other initiatives that fizzled. Given every player’s struggles with AI accuracy, a vilification of LRMs might provide cannon fodder to blow up the competitive matrix in an already tight race.So was it an illusion? Was this the LRM hype machine in overdrive, with Slash shredding outside the chapel on a dusty plain? I think we can safely say that some of it was. And herein lies the problem: With AI, we’re moving to product so quickly, we don’t always have the answers. We’re often not even asking the right questions. This research might be the best example of that.For the CMS and DXP industries, Apple is blazing some interesting trails with its portal to spatial content. There's a lot to unpack regarding the storage and structure of that content and expressing it in three dimensions, and that's exciting stuff that companies like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/first-look-cloudinarys-new-ai-vision-brings-brand-safe-gen-ai-capabilities-to-its-dam">Cloudinary</a> are already preparing for. At the same time, this AI research is offering us a moment of clarity that can't be overstated. As I said earlier this year in my <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/in-a-fast-and-furious-tech-world-cms-kickoff-25-was-a-love-letter-to-slow-down">CMS Kickoff 25 wrap,</a> we need to slow down and be more thoughtful in this race to harness AI. The risks and consequences are simply too great, and the accuracy of content is in the crosshairs. Maybe we can use the illusion as a signal – and find better pathways to test, analyze, and validate what we’re building.Slowing down is hard advice to follow, especially in this hyperactive digital marketplace. But it might be the best prescription for writing the next hit. That – and making sure Slash gets his solo.  <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Lose Your Illusion: Apple Sings a Sad Ballad About the Limitations of Reasoning Models

<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/critics/dan-drapeau">Dan Drapeau </a>is Managing Director at <a target="_blank" rel="noopener noreferrer" href="https://dxpcatalyst.com/">DXP Catalyst Consulting</a> and a CMS Critic contributor. <hr /> Search is changing. Instead of typing keywords and clicking through ranked pages, users increasingly expect fast, relevant answers, often delivered through conversational tools like <a target="_blank" rel="noopener noreferrer" href="https://chatgpt.com/">ChatGPT</a>, <a target="_blank" rel="noopener noreferrer" href="https://www.perplexity.ai/">Perplexity</a>, or intelligent site search. They’re landing on your website “from the side,” bypassing the homepage, and expecting to ask questions in natural language and get immediate responses.This shift, accelerated by the rise of <a target="_blank" rel="noopener noreferrer" href="https://blog.google/products/search/generative-ai-search/">Search Generative Experience (SGE)</a> and the emergence of <a target="_blank" rel="noopener noreferrer" href="https://searchengineland.com/what-is-generative-engine-optimization-geo-444418">Generative Engine Optimization (GEO),</a> is reshaping how digital platforms are selected and structured. Traditional SEO practices are no longer sufficient. Content must now be discoverable by both search engines and generative AI systems.To keep pace, organizations are reevaluating their digital architecture. Some are adopting full-featured Digital Experience Platforms (DXPs), while others are building their own solution ecosystems using best-of-breed tools like CMS, enterprise search, analytics, and more. Regardless of the approach, the same principles apply: content must be structured for reuse, delivered intelligently across channels, and trackable at every touchpoint.Here are three key areas I focus on when helping organizations evaluate the readiness of their digital experience ecosystem, which is what a modern DXP truly represents, in the era of conversational search.<h3 id="1.--structured-content-and-findability-by-design">1.  Structured Content and Findability by Design</h3>At the heart of any DXP or composable solution is the content layer, powered by a <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management system (CMS).</a> It governs how content is created, structured, and published. To support SGE and GEO, this layer must do more than manage pages. It needs to produce structured, reusable content that systems can understand and deliver in context.Generative AI tools require predictable, well-modeled inputs. Content trapped in PDFs, inconsistent formats, or unstructured blobs is unlikely to be surfaced accurately. Structured content models, semantic tagging, and field-level metadata are essential for discoverability.When evaluating a DXP or CMS, look for:<ul><li>API-accessible metadata and structured content elements</li><li>Support for semantic models and content relationships</li><li>Schema markup applied consistently across content types</li><li>Editorial workflows for FAQs, summaries, or step-by-step formats</li><li>Extensibility for AI use cases like conversational grounding or previews</li></ul>Findability starts with how content is modeled. If it cannot be accessed or interpreted by AI, it will be excluded from conversational experiences.<h3 id="2.--search-integration-that-supports-conversational-interfaces">2.  Search Integration That Supports Conversational Interfaces</h3>Conversational search is not limited to <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/what-is/chatbot/">chatbots.</a> It can be delivered through a standard search bar, as long as the system can interpret natural language, understand context, and return more tailored responses. The interface may look familiar, but the experience is far more dynamic.Delivering on that promise requires search capabilities that extend beyond CMS indexing. Your architecture should support:<ul><li>API-based indexing of structured content and product data</li><li>Multi-source search across support content, blogs, product catalogs (if applicable), and more</li><li>Fine-tuned ranking, filtering, and fallback logic</li><li>Compatibility with conversational UX, such as voice or natural language input</li></ul>Some DXPs are starting to offer search integrations with conversational overlays or even <a target="_blank" rel="noopener noreferrer" href="https://aws.amazon.com/what-is/retrieval-augmented-generation/">RAG (retrieval-augmented generation)</a> frameworks. Even if you’re not enabling full conversational search today, the technical foundation should be ready.<h3 id="3.--governance-and-observability">3.  Governance and Observability</h3>As generative interfaces become the first point of interaction for many users, governance and observability are no longer optional. Teams must control what is published, how it is indexed, and how it performs in real-world usage.Your CMS or DXP should provide access controls, publishing workflows, preview tools, and the ability to manage visibility through scoped indexing, robots.txt, or noindex tags. While you cannot always prevent AI from referencing public content, you can influence how and where it appears.Beyond control, your team needs visibility. Modern platforms should offer analytics that go beyond traffic and conversions to include:<ul><li>User search queries and failed results</li><li>AI interpretation of structured content</li><li>Behavioral patterns that reveal content gaps</li><li>Metadata performance insights and tuning opportunities</li></ul>These feedback loops help you identify what users are looking for, where they are not finding it, and how to improve content delivery. Observability is critical for adapting to shifting search behavior.<h3 id="what-to-do-next">What to Do Next</h3>You do not need to solve for every edge case today. But as SGE and conversational interfaces gain traction, platform evaluations must evolve.Use this checklist to guide your next discussion:<ul><li>Is your content layer structured to support AI-ready delivery?</li><li>Can your systems surface and connect that content across search, personalization, and chat interfaces?</li><li>Do you have insight into how users are interacting with content, including intent signals and discovery gaps?</li></ul>Search is no longer just a feature. It is becoming the interface between your users and your brand. Whether you are investing in a traditional DXP or building a best-of-breed composable stack, choose an architecture that is structured, discoverable, and observable – one that supports GEO from day one. <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

3 Things to Look for in a DXP as Conversational Search Changes the Game

dan-drapeau

<hr /> For WordPress, it’s been a long and brutal winter. I don’t need to regurgitate why. You’re probably aware of the feud. If not, you can <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/wp-engine-wins-an-injunction-against-automattic-is-the-wordpress-scorched-earth-campaign-over">read my overview</a> of the Automattic/WP Engine drama or <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/can-we-heal-the-open-sores-in-open-source-for-wordpress-karim-marucchi-has-a-prescription">listen to my recent podcast</a> with <a target="_blank" rel="noopener noreferrer" href="https://marucchi.com/">Karim Marucchi</a> of <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/crowdfavorite/">Crowd Favorite. </a>There are chills a-plenty.The core of this battle has been a persistent lack of control and transparency. With Matt Mullenweg’s hand on the kill switch, WordPress users around the globe have been deeply concerned about the stability of their sites and apps, with many now questioning the democratized promise of this open source project. As Karim noted in our recent chat, securing the software supply chain is absolutely crucial to ensuring the future of WordPress, which powers 43% of all sites on the Internet. In his own words, it’s simply too big to fail, and the market has been yearning for answers. Like all things in tech, change is the constant variable. And there’s been a powerful will in the WordPress community to solve this problem for everyone, from the enterprise down to the mom-and-pop business on Main Street.Today, we might be on the precipice of a solution. Announced this evening during a surprise on-stage appearance at <a target="_blank" rel="noopener noreferrer" href="https://altctrl.org/">Alt Ctrl Org</a> in Basel, the new <a target="_blank" rel="noopener noreferrer" href="https://marucchi.com/introducing-the-fair-package-manager-for-wordpress/">FAIR Package Manager</a> was released to the public, which is now available at <a target="_blank" rel="noopener noreferrer" href="https://fair.pm">https://fair.pm</a>The project – reflecting months of diligent work by roughly 200 people across a blend of participating organizations – will provide a sustainable and transparent path for a secure supply chain for WordPress, including its plugins, themes, and update infrastructure. Along with the package comes a transparent governance model to help ensure a trusted distribution network, which will answer some of the biggest challenges in the current environment.I caught up with Karim and <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jdevalk/">Joost de Valk</a>, the luminary behind the ubiquitous <a target="_blank" rel="noopener noreferrer" href="https://yoast.com/">Yoast SEO plugin</a> and an advisor to many companies in the WordPress community, to discuss the news. The two have long been partners in helping to shape and guide the open source ecosystem, and have actively pursued solutions to the current conundrum. <h3 id="to-be-fair,-what-is-fair?">To be fair, what is FAIR?</h3>At a high level, FAIR is not just a software project – it’s a structural intervention, representing a new way to build open source software that prioritizes the community, respects governance, and aligns with current legislation and long-standing stakeholder needs.On a granular level, FAIR eliminates reliance on any single source for core updates, plugins, themes, and translations, thus enabling federation across the ecosystem from trusted sources. It marshals a fragmented topology by assembling plugins from any source – not just a centralized one – while creating a firm foundation for modern security practices.FAIR also elevates security at the supply chain level, providing improved cryptographic measures and enhanced browser compatibility checking. <figure class="image image-style-align-center image_resized" style="width:79.59%"><img src="https://cmscritic.com/ms-content/uploads/2025/06/image-1749242930911.png" /></figure>Announcement of the FAIR Package Manager at Alt Ctrl Org in Basel. The announcement was made at an apropos moment during the adjacent <a target="_blank" rel="noopener noreferrer" href="https://europe.wordcamp.org/2025/">WordCamp EU event.</a> Representatives from the various groups involved in this project took the stage to splash the news, which is likely to make waves over the coming days and weeks. Attendees at Alt Ctrl Org have been invited to download, participate, and join in the movement as it looks to establish a directed fund at the <a target="_blank" rel="noopener noreferrer" href="https://www.linuxfoundation.org/">Linux Foundation</a> for supporting this project. Karim has been actively engaging with WordPress business owners in an effort to garner support. Over the last few months, he’s noted overwhelming interest from people who have heard the idea of what “could” be, well before the tangible project was released.“Wouldn’t it be nice if it did happen?” he mused, reinforcing the desire of people to sign up and support such an initiative if it materialized. “That's the beauty of these communities, right? If there's a real will of the people to want to make change, it happens.”<h3 id="solving-a-political-problem-with-code">Solving a political problem with code</h3>The palpable fear of an uncertain future has motivated this desire for change. That includes not only the businesses, but the builders and contributors working across the community and within the ranks of Automattic. As Joost noted, people have been scared about the future, treading water while the recent battle has waged. This solution is a sort of digital life ring, and it’s been fully tested and ready to deploy. He shared a bit about how it delivers without disrupting the existing systems.“From an architectural perspective, what’s cool about it is that we're solving a political problem with code,” he said. “It's a plugin, so it doesn't change WordPress itself. WordPress remains WordPress. We add a plugin on top of it, and we replace where it calls ‘home.’”Joost went on to explain how this approach is also solving for compliance challenges, enabling users to manage requests outside of WordPress.org to meet some of the challenges posed by the EU’s forthcoming <a target="_blank" rel="noopener noreferrer" href="https://www.european-cyber-resilience-act.com/">Cyber Resilience Act</a> and mounting <a target="_blank" rel="noopener noreferrer" href="https://gdpr-info.eu/issues/">GDPR issues.</a> <hr /><h4 style="text-align:center" id="-"> </h4><h4 style="text-align:center" id="“from-an-architectural-perspective,-what’s-cool-about-it-is-that-we're-solving-a-political-problem-with-code.-it's-a-plugin,-so-it-doesn't-change-wordpress-itself.-wordpress-remains-wordpress.-we-add-a-plugin-on-top-of-it,-and-we-replace-where-it-calls-‘home.’”">“From an architectural perspective, what’s cool about it is that we're solving a political problem with code. It's a plugin, so it doesn't change WordPress itself. WordPress remains WordPress. We add a plugin on top of it, and we replace where it calls ‘home.’”</h4> Joost de Valk <hr /> “There are a lot of these fixes that could have just happened in WordPress core that we're applying to WordPress through our plugin,” he continued. “So we're augmenting WordPress, we're improving it without changing WordPress itself.”That should provide comfort to enterprises that have been seeking terra firma around larger governance and regulatory challenges at a global level. I asked Joost about the institutional guardrails. This solution is the result of people and organizations within the community versus larger entities. That brings up foundational and even philosophical questions about the project's extensibility and support, and whether we’re trading one source of consolidated control for another.“This is exactly why we're working with the Linux Foundation,” he said emphatically. “Because we didn't want to reinvent that wheel. That wheel has already been invented a couple of times over, and the Linux Foundation has been doing it well for a couple of decades. This is not Joost and Karim doing something – this is the community doing something together with us. We’re the first two spokespeople, but there are loads more. And it's not about any single person or any single company being in control of what we're doing.”Karim built on this, explaining how the Linux Foundation has done an exceptional job of creating a governance model by separating the funding from the technical decisions – and that has worked exceedingly well for many of their projects. This alignment has reinforced FAIR's solvency and ignited interest from the Linux Foundation to support it (you can <a target="_blank" rel="noopener noreferrer" href="https://www.linuxfoundation.org/press/linux-foundation-announces-the-fair-package-manager-project-for-open-source-content-management-system-stability">read their press release</a> about the announcement here).“Even the Linux Foundation was surprised at the personal activism of the WordPress community,” Karim said. “The amount of code that's been written in the last three months wouldn't have been written in any other open source community without funding, right? WordPress is unique in that way, so they worked with us, and we've made a couple of adjustments to their model to recognize the fact that we need to balance the needs of large distribution companies with the community needs, and really try to balance that – which has been amazing.”<h3 id="the-times-they-are-a-changin’">The times they are a-changin’</h3>As Joost relayed to me, this is a “tipping point” moment – not just for WordPress but for the market and industry at large. Open source and the desire for democratization are colliding with some of the institutional trends of the last two decades, and as those monoliths are being challenged, there’s rising optimism around what it can mean for users. “There are just so many reasons why this is a good moment,” he said. “I think in many ways, we've seen ‘SaaSification’ of a lot of stuff over the last decade. And funny enough, I'm European. We're getting back from that because everybody wants to host their stuff themselves again. We want to actually own this ourselves. And I think that WordPress is, of course, in the perfect position to serve those people and actually comply with all the laws that we have in Europe.”There’s also the reality that pricing will rapidly become a key factor in the marketplace. Tools like <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/shopify">Shopify</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/wix">Wix</a>, which are funded and expected to deliver growth, will likely raise their fees. So many businesses are dependent on their all-in-one infrastructures, and in commerce, the margins are getting thinner. As Joost suggests, open source might become a game changer once again as enterprises and small businesses look for ways to reclaim those revenues. <hr /><h4 style="text-align:center" id="-"> </h4><h4 style="text-align:center" id="“the-thing-i'm-mostly-excited-about-is,-if-this-project-is-successful,-it-will-create-for-the-first-time-ever-in-the-history-of-the-internet,-a-content-management-system-that-is-not-reliant-on-any-one-commercial-company.”">“The thing I'm mostly excited about is, if this project is successful, it will create for the first time ever in the history of the internet, a content management system that is not reliant on any one commercial company.”</h4> Karim Marucchi <hr /> “It seems cheaper now, but they're going to raise their prices,” he said. “They are going to do that because they're all PE funded, and they all need to make money, and they need to make more money than they did last year, every year, right? And I think that combination is actually a good market for WordPress in many ways, and for every open source systems.”Karim also shared his enthusiasm for what’s ahead.“The thing I'm mostly excited about is, if this project is successful, it will create for the first time ever in the history of the internet, a content management system that is not reliant on any one commercial company,” he said, glowingly. “We will have a piece of software that is completely distributed and not reliant on any one entity. That is huge. I don't know how an AEM or a Sitecore, on-prem or in the cloud, is going to compete with a CMS that is that nimble, that configurable and composable, that you can actually say it's not open to the whims of any one company.”Without question, this is a big moment for both of these industry leaders – and the community they represent. Will the project be as successful as their ambitions? Only time will tell. We can anticipate a lot of traction as of right now, and like all software, bugs will likely emerge. But this could be the first major step in securing the software supply chain for WordPress and providing the necessary governance to make it sustainable. And maybe – just maybe – finding some peace and prosperity.   <hr /><h4 style="text-align:center" id="looking-for-guidance-on-wordpress?-talk-to-an-expert.">Looking for guidance on WordPress? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

All’s FAIR in Love and War: New FAIR Package Manager Aims to Bring Peace to the WordPress Ecosystem

<hr /> “If content is king, context is queen.”That’s what <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-raises-57-5-million-in-series-b-round-qa-with-ceo-neha-sampat">Neha Sampat</a>, Contentstack’s founder and CEO, had to say about her company’s latest innovation, speaking to the “royal” relationship between content and data – and how their DXP is poised to help brands adapt to customers in real-time to every interaction and across every channel.<a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a> has been steadily building this evolutionary vision of an “adaptive DXP,” laying the groundwork from the moment <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">it purchased Lytics</a> – a customer data platform – last January. After breaking that news, I later visited Sampat at Contentstack’s HQ in Austin during a <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/groups/cms-experts">Boye &amp; Company CMS Experts</a> meeting, where she rolled out more of the red carpet surrounding her data ambitions. At the time, I had no idea just how fast she would move to “adapt” Lytics. “The future of digital is here,” she said, “which is why we moved so quickly to deliver on our promise to arm customers with the combined power of content and data.”Indeed, the future is here. And for brands to compete, they need more context than ever. That’s where today’s announcement at <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">ContentCon 25</a> (the company’s fourth annual customer shindig) comes in. Contentstack just revealed that it has natively added real-time audience insights, intelligent content recommendations, and omnichannel journey orchestration into <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/livin-on-the-edge-contentstacks-new-adaptive-dxp-might-just-rock-your-world">Contentstack EDGE</a> – its fully integrated adaptive digital experience platform.According to Contentstack, this is an industry-first game-changer at the CMS level. Armed with these features – where content and data are seamlessly combined – brands can deliver one-to-one personalized experiences across every channel.Making the announcement at ContentCon will no doubt help to fortify visibility and reinforce the relevance. Featuring speakers from a number of Contentstack’s marquee customers – including Crocs, Mattel, PetMeds, and Volvo – will help bring greater stickiness to the message as they trumpet their success leveraging the platform’s capabilities. To further elevate the message of performance, attendees will be treated to a closing keynote by two-time FIFA Women's World Cup champion and Olympic Gold Medalist <a target="_blank" rel="noopener noreferrer" href="https://en.wikipedia.org/wiki/Brandi_Chastain">Brandi Chastain</a>, co-founder of Bay Football Club.This is sure to score points as partners, agencies, and practitioners leave with practical wisdom – as well as a deeper sense of Contentstack’s roadmap for adaptive digital experiences. <h3 id="a-speedy-expansion-to-the-‘queendom’">A speedy expansion to the ‘queendom’</h3>I recently <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/livin-on-the-edge-contentstacks-new-adaptive-dxp-might-just-rock-your-world">wrote about Contentstack EDGE</a>, the brand envelope for its adaptive DXP. This new platform identity came just five months after its acquisition of Lytics, which demonstrates the speed and efficacy of Contentstack’s team in the pursuit of value from its CDP purchase.We’ve seen other vendors ride hype around M&amp;A, only to have a slow integration and consolidation period that can last years. Worse, the results are sometimes spotty, resulting in a cumbersome UX that misses the mark. This is fast by every modern measure, and the motivation was clear.It’s still early days for these new capabilities, but Contentstack has always doubled down on the user experience, making its native <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-launch-aims-to-simplify-front-end-hosting-interview-with-dean-haddock-senior-product-manager">products like Launch</a> incredibly easy to use. Speed is absolutely critial, but so too is the delivery of an experience that meets – or at best, exceeds – customer expectations. <h3 id="“the-royal-treatment”-of-ai-powered-personalization">“The royal treatment” of AI-powered personalization</h3>AI is the name of the game, and Contentstack has been at the innovation edge since 2023, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/a-closer-look-at-contentstacks-ai-features-with-christine-masters-senior-product-manager">when I first demoed</a> its early GenAI capabilities. They were certainly novel at the time, and they were one of the first platforms to focus on more concrete, high-utility applications at the workflow level – where automation was solving real problems. Personalization has arguably come a long way. It’s not the elusive “Holy Grail” it once was. But according to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-fires-up-brand-relevant-ai-powered-personalization-at-contentcon-2024">Conor Egan,</a> Contentstack’s SVP of Product, there are still barriers to realizing its potential. “Personalization is a priority, but brands struggle to deliver,” he said. “The reality is too abstract, complicated, disconnected or they’re locked into legacy tech that makes agility impossible.”Last year, Contentstack released a new personalization engine that combined brand-aware generative AI content creation, automation, and visual building technology. It was a foundation step that unleashed the benefits of AI while simplifying key aspects of the experience. But to deliver true hyper-personalization at scale, both content and real-time data were essential to the recipe. Now, Contentstack is fulfilling the last mile of its personalization vision, providing a blazing-fast integration that addresses long-standing personalization challenges with a practical solution. And by unifying content, data, and journey orchestration into a single, combined platform, brands can power true personalization at scale – all with clarity and confidence.“We’re not just committed to our vision of the future,” Egan said. “We’re offering customers the tools that make personalization possible today.”<h3 id="‘knighting’-its-adaptive-dxp-with-key-features">‘Knighting’ its adaptive DXP with key features</h3>The announcement provides some details about the feature additions to Contentstack EDGE at a granular level, further defining the company’s vision as an adaptive digital experience platform.First, the integration of Audience Insights will enable users to understand what content is driving engagement and delivering on business goals. The added context can help marketers support targeted campaigns and ground their personalization efforts in data-driven insights. Along with visual maps, audience building, and opportunity insights, brands can learn what their audiences care most about in real time. Worth noting: This feature is available at no additional cost to Contentstack customers today.Then, there’s Real-Time Data Activation, which aims to deliver personalized experiences instantly via seamless access to over 200 data connectors. There’s also native integration with existing data warehouses, activated in real time as customers interact – a key benefit that has emerged as brands tap data from a variety of siloed sources.Finally, with Flows, it’s all about scaling the promise of omnichannel personalization. Users can design and automate what Contentstack calls “adaptive customer journeys,” which can guide individuals seamlessly across web, mobile, email, ads, SMS, and other channels, maximizing engagement and conversions. <h3 id="is-this-a-new-reign-for-adaptive-dxps?">Is this a new reign for adaptive DXPs?</h3>For a space that’s often more buzzword than breakthrough, Contentstack is walking the walk with a rarefied air. This launch doesn’t just expand their platform – it helps reshape what’s possible for brands that are still struggling with the paralysis of personalization.Marketers are hungry for the context that Contentstack is promising. The speed at which they’ve delivered these new insights and journey orchestration capabilities is impressive, but UX is key – and we’ll have to see how organizations embrace the feature set. One big benefit here is Contentstack’s focus on customer intimacy and fueling its product enhancements around a solid feedback loop.Atop everything is the crowning position of adaptive digital experiences. While there’s a clear marketing angle, we’re all being forced to adapt to new realities in the race to digital dominance – and Contentstack is building a platform solution around the challenges and opportunities. You can come up with a fancy new name. But you have to make it mean something. And that’s precisely what they’re doing. Contentstack’s ascension to a DXP throne has been hard-fought, but its strategy seems to be paying off. As noted by several key analyst reports, the company’s composable roadmap and the acquisition of a data layer have catapulted it into new quadrants of consideration. This should assist in the battle against industry stalwarts and the general barrier to greater awareness.I still think one of Contentstack’s greatest assets is its culture. Over the years, I’ve spoken to CEO Neha Sampat about the company’s growth ambitions, but it’s always peppered with stories about people – and how Contentstack is doubling down on expanding through diversity and other human-focused initiatives.Case in point: The company has been recognized for its unmatched customer care and tradition of giving back globally through its Contentstack Cares program, including its support of Pledge 1% and “Girls Who Code.”It might be one of the shiniest gems in its crown – and another reason to watch this company as it continues to expand. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-contentstack?-talk-to-an-expert.">Looking for guidance on Contentstack? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Context Is Queen: Contentstack Crowns its Adaptive DXP with Native Real-Time Audience Insights

Can we heal the ‘open sores’ in open source? For WordPress, Karim Marucchi has a prescription

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jina-zohori/">Jina Zohori</a> is a customer fanatic. OK, maybe customer-centric is more corporately apropos. But given her passion and gusto, fanatic feels a little more on target. It reflects her enthusiasm for championing success at a human level – and bringing <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/agility">Agility CMS's</a> powerful yet simple solutions to content creators and developers.She also sees this rabid customer commitment as a holistic calling, one that marshals an entire organization's collective efforts.“Being customer-centric isn't just marketing's job, or sales’ job, or customer success,” she said during our chat at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">“The Composable Conference”</a> a few weeks ago. “It's an engineering job. It's everybody's job. Technology is for everybody. And that experience, driven through our technology, doesn't have to stop at our customers.”That attitude is one of the many reasons why Jina is a rockstar leader – and exactly what Agility needs to navigate the dense and fiercely competitive jungles of the headless CMS landscape. As president, she combines her tech savviness and business acumen to drive strategy and meet the needs of her users, especially those in the deep trenches of digital experience and content creation.When I met with Jina at the recent <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-composable-conference-2025-takes-shape-as-mach-alliance-announces-speakers-and-new-events">MACH Alliance conference in Chicago,</a> I was eager to talk to a headless CMS that was a member of the open, best-of-breed cabal. This year’s conference modified the formula a bit, and I wanted some perspective on what’s changed through the CMS lens – and how the Alliance is continuing to support the goals of <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management systems. </a>This is a key question, especially as the market wrestles with questions about the ROI of composable strategies. As stories of failures and <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/feed/update/urn:li:activity:7310313384015511552/">contradictory posts by VTEX</a> color the decision-making, customers are looking to their trusted SIs and vendors to help them navigate the complexities.As a 22-year veteran of the space, Agility is taking it all in stride. A big part of their success? You guessed it: customer centricity. And as Jina explained, that’s manifested through Agility’s focus on meaningful outcomes.“Our bread and butter isn’t just our content management system as a platform,” she said, “but the experience you gain through that as an editor, as a developer, and of course as an end user consuming that content on the front end.”<h3 id="the-evolution-to-headless-cms">The evolution to headless CMS</h3>While we didn’t go deep into the archives, Agility’s heritage is arguably one of its key advantages. With more than two decades under their belt, they’ve seen market opportunity and turmoil – and continued to persevere. Over the years, the Canadian-born and bred platform has earned a stellar reputation, powering large-scale enterprise brands like Cineplex, Scotiabank, and Mitsubishi Electric with its headless CMS. Like many of its legacy peers, life began as a solution to a common agency problem.“When we were building sites for our customers, we realized, 'Hey, it'd be really great if we had a CMS for this,'" Jina said. "Not only would we be able to have everything housed in one really nice package, but it would give the customer more autonomy, so they're not reliant as much on the developers, which would be us at that point.”As a consultancy, building websites opened more doors for implementing their homegrown CMS. As the footprint expanded, the mission shifted from easing the burden for their internal developers and giving more ownership and domain to their customers.The pivot to a headless CMS architecture came later, as CEO and co-founder <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jonvoigt/">Jon Voigt</a> and CTO <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/joelvarty/">Joel Varty</a> saw the advantages of decoupling to provide even greater control and autonomy for developers. According to Jina, this journey began before the headless “Gold Rush.”“Prior to ‘headless’ being coined as a term, we were already looking at how we become more cloud-native, API driven, and decoupled,” she said.It wasn't quite SaaS at that time, but as Jina explained, Agility was aiming for greater flexibility and optionality, so the front end – whatever it might be, whatever channel the presentation layer should be – provided greater freedom and control.“It allows users to just be able to do more.” And the rest, as they say, is history. From an architectural perspective, Agility’s scalable and flexible posture makes it a seamless solution for composable stacks. I’ve spent a lot of time in the Agility UX, and it reflects thoughtful and persistent innovation. The company makes a conscious effort to engage customers around product betas to help perfect their tooling, which has resulted in its <a target="_blank" rel="noopener noreferrer" href="https://agilitycms.com/product/web-studio">rock-solid Web Studio</a> and other features that put the headless CMS over the top. <h3 id="the-road-to-mach">The road to MACH</h3>Agility has been a member of the MACH Alliance since mid-2023. Since then, the Alliance has ballooned to well over 100 member technologies, many of which have aligned to deliver a myriad of composable solutions. As Jina described, the MACH ecosystem of partners – and the resulting collaboration – has really made an impact for Agility.“What MACH does for us is it gives us that sense of community,” she said. “Not just headless in the CMS space, but all these other vendors that come together and provide a full composable solution. Which, again, gives more autonomy to our customers to be able to easily plug and play with different technologies to fit their stack and their needs to better service their customers.”<h3 id="mapping-the-future-with-ai">Mapping the future with AI</h3>AI was on everyone’s mind at “The Composable Conference,” from agentic AI to agentic commerce and beyond. Like all of its other endeavors, Agility has been careful and intentional around its AI roadmap, blocking and tackling around the hype and engaging with customers around their practical and “blue sky” wish lists.Being at the conference helped crystallize things for Jina – and reinforce Agility’s approach.“Obviously, AI is a big part of what our future roadmap looks like,” Jina said. “But being really strategic and listening to these kinds of stories helps refine that for us. So there's an idea of what you think your customers would want, and you're like, okay, I'm gonna give them AI. But really, how is it impacting their day-to-day experience in our platform to do more with less?”As Jina explained, Agility’s AI play is focused beyond the low-hanging fruit, focusing on tangible ways to make their product experience easier, smoother, and more enjoyable to use.“You're on the platform for eight hours a day sometimes,” she reminded me. To that end, usability is key, and AI should help simplify everything from block editors to manipulating pages and templates. “We're really focused on that day-to-day usage and how we enhance and make that better for our users.”<h3 id="takeaways-from-“the-composable-conference”">Takeaways from “The Composable Conference”</h3><a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">As I've written about previously,</a> this year’s MACH Alliance confab provided different tracks for attendees, designed for the early “MACH Curious” to “Active” and “Pro” practitioners. Obviously, Agility falls into the latter, and I wanted Jina’s perspective on what stood out.“I've been hearing some of the stories from potential customers, and a lot of the MACH Alliance members are telling us about their pain in the beginning of moving towards a composable stack,” she said. I heard this from attendees as well. She noted that some of this angst might have come from the lackluster promise of easy-to-use software combined with a gap in proper training – or even the introduction of “green” staff with limited experience.One of the big changes Jina zeroed in on was the shift in narrative surrounding use cases. Based on her observation, last year’s content focused more on vendors and how their composable tech stacks were central to solving problems. This year, brands took center stage, and customer experience was the focal catalyst for composable transformation. Interestingly, Jina gained a lot of perspective on this from attending the “MACH Curious” sessions.“I wanted to [know] what triggers people to want to move to a composable solution,” she said. “If they're solving these problems with their monolithic solution, and it’s doing the thing it's supposed to do – the website's up, it's running, it's great, it's converting – what's triggering you to think about what else you can do to make things easier?”Smart. And as Jina noted, uncovering the factors requires a deeper dive with the people working on the product and the solution, and the brands in attendance were openly sharing their lessons on a multitude of dimensions. She found this to be incredibly refreshing.“I love that we're [putting] customers first,” she said exuberantly. “It's not all about how I use these really great brands to build out my tech stack, and now we're making X/Y dollars. A lot of the presentations actually had some of the metrics completely wiped out. Because it wasn't about that – it was about the customer experience.”An “agile” conclusion if there ever was one. Here’s six minutes with Jina:  <figure class="media"><div data-oembed-url="https://youtu.be/dIXrxCrTBho"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/dIXrxCrTBho" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> <hr /><h4 style="text-align:center" id="looking-for-guidance-on-agility-cms?-talk-to-an-expert.">Looking for guidance on Agility CMS? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

MACHtales: Voices from “The Composable Conference” with Jina Zohori of Agility CMS

Hotjar - Spot what confuses

Spot what confuses your users with Hotjar & AI

<hr /> CFOs are having an evolutionary moment, particularly in the realm of digital transformation. I’ve been tracking this shift for quite some time, talking to leaders on both the vendor and customer side, and it's clear that the role is expanding beyond financial functions to encompass deeper data analysis, risk management, and broader company strategy. This change has been driven by a myriad of factors, including increased global risk, economic volatility, and a surge in new technologies like AI. But there’s also been a precipitous expansion on the composable side of the DX ledger, where CFOs are increasingly tasked with being more informed about the tech composition of modern stacks to help support better decisions.That brings us to some key news about <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a> – which is, by all measures, on a roll. After the company’s <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-just-acquired-lytics-a-real-time-customer-data-platform-heres-why-it-matters">sage acquisition of Lytics</a> in January, the composable DXP found itself in the Leaders sphere of the <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/gettin-hygge-with-ai-and-more-a-few-cozy-takeaways-from-the-forrester-cms-wave-2025">2025 Forrester Wave for Content Management Systems</a>, validating its strategic roadmap. Now, in a move that signals more than just another executive appointment, Contentstack has hired <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/josetteleslie/">Josette Leslie</a> as its new Chief Financial Officer. And if we're reading the tea leaves, this calculated maneuver suggests the company might be gearing up for some bigger market moves.“Josette brings a rare combination of deep industry understanding, operational insight for fast-growing SaaS companies like Contentstack, and a values-driven leadership style that aligns with our culture,” said <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contentstack-raises-57-5-million-in-series-b-round-qa-with-ceo-neha-sampat">Neha Sampat</a>, Founder and CEO of Contentstack. “Her proven track record of delivering results with strategic vision, strong leadership, and a positive culture will be invaluable as we continue to grow Contentstack and drive the market forward.”Leslie replaces <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/dovermyer/">David Overmyer</a>, who was part of Contentstack’s original leadership team. During his tenure, he was instrumental in helping to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/seeing-in-a-headless-world-contentstack-introduces-new-visual-building-capabilities-for-marketers">raise $169 million</a> and scale to an industry powerhouse. Overmyer is retiring from his executive role and will continue to serve on Contentstack’s Board of Directors.<h3 id="evolving-beyond-the-balance-sheet">Evolving beyond the balance sheet</h3>As I said, today’s CFO is as much a strategic growth architect as a financial steward. To that end, Leslie’s appointment is a bold, throat-clearing moment that suggests Contentstack is not only doubling down on its ambitions but rewriting the CFO’s role in a modern digital enterprise.Leslie brings a serious pedigree to the table. With more than 25 years of experience – including high-impact roles at <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/squarespace">Squarespace</a>, <a target="_blank" rel="noopener noreferrer" href="https://us.etrade.com/home">E*TRADE</a>, and <a target="_blank" rel="noopener noreferrer" href="https://www.instinet.com/">Instinet</a> – she’s no stranger to guiding companies through hyper-growth, IPOs, and operational scale. At Squarespace, she helped shepherd the company through its 2021 IPO, proving she can navigate the complex terrain of fast-scaling SaaS platforms with poise and precision.Her new post at Contentstack comes at a pivotal moment. The company is riding a wave of momentum after acquiring Lytics, which added a critical real-time customer data component to its DXP composition. Add in Contentstack’s recognition as a Visionary in the <a target="_blank" rel="noopener noreferrer" href="https://www.gartner.com/en/documents/6101227">2025 Gartner Magic Quadrant for DXPs</a> – and its #19 spot on <a target="_blank" rel="noopener noreferrer" href="https://www.forbes.com/lists/americas-best-startup-employers/">Forbes’ 2025 List of America’s Best Startup Employers</a> – and you get a sense that the company is running on rocket fuel. Leslie is building her vision on a solid foundation. In her experience, she’s seen firsthand how financial and operational excellence can accelerate innovation and unlock value. “What ultimately drew me to Contentstack was the caliber of the team and its mission to modernize digital experiences,” she said.<h3 id="why-it-matters">Why it matters</h3>Contentstack's CEO Neha Sampat has praised Leslie’s knowledge, insight, and values-driven leadership style – and rightly so. Given her previous successes in acquisitions, change management, and business revitalization, she brings an unmatched acumen and a tight integration of finance, operations, and go-to-market execution to the table.Let’s not forget that Contentstack is a composable platform, built on modularity and scale. In this space, the role of the CFO is uniquely positioned to bridge the gap between financial performance and platform agility. Leslie’s arrival could signal a more aggressive approach to expansion, M&amp;A, and infrastructure investment, especially as the industry accelerates toward real-time personalization and AI-powered experiences.There's also the new vision that Contentstack has been piloting around “adaptive digital experiences,” which is crystallized by its new <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/livin-on-the-edge-contentstacks-new-adaptive-dxp-might-just-rock-your-world">Contentstack EDGE offering</a>. This new breed of adaptive DXP combines intelligent content and real-time, first-party customer data, courtesy of the new Lytics CDP acquisition. Leslie's tech prowess could be a key activator for propelling EDGE to the forefront. The platform’s ability to react in real time to every customer interaction while staying authentically on-brand through AI and data-driven decision-making could be the new model for marketers and brands that rely on their DXP tools to be fast, elegant, and designed for AI. Hence, it's likely a central initiative for the leadership team. With <a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">ContentCon</a> just around the corner, the timing is clearly intentional as Contentstack builds hype and energy around its announcements. The annual conference will no doubt set the stage for what’s next in the convergence of content, data, and personalization at scale. One thing’s certain: With Josette Leslie at the financial helm, Contentstack isn’t just building a future-proof platform. They’re financing the future of digital experiences. And given her wealth of wisdom, she has a clear view of the chessboard – and where to move the pieces. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-contentstack?-talk-to-an-expert.">Looking for guidance on Contentstack? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Contentstack taps a powerhouse CFO to fuel its next wave of growth. Here’s why it matters

Sorry, Eurovision. The real music was at CMS Summit 25. Here’s what made it a hit

<hr /> What does sustainability mean to you?For those of us in the digital experience industry, it means being more responsible about our carbon footprint and rethinking our web strategies to reduce the impact on the planet. But it's also a word that expresses a deep concern about the future – and how our efforts today can translate into a more stable and fruitful world tomorrow. In early April of this year, Umbraco published its <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/about-us/impact-report/">third annual Impact Report</a>, transparently documenting its vision for sustainable action and its holistic culture to activate change at a global level. Among its peers in the broader industry, Umbraco has long exemplified how a business can tap profitability, build loyalty, and scale to new heights while embracing sustainable practices. In my analysis of the report, I noted how Umbraco synthesized the company’s business and financial performance with its commitment and responsibility to the CMS industry and the world at large. Taken together, it crystallized Umbraco’s successful investment in sustainable strategies and told an inspiring story about how a business can do good in our world.As a next step in shepherding its vision for the year ahead, the open-source .NET CMS provider has revealed the members of its 2025 Sustainability Team, who were culled from its 250,000-strong global community of web developers, designers, content managers, and business leaders.I had a chance to connect with <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/martin-w%C3%BClser-larsen-72a6733/">Martin Wülser Larsen</a>, Umbraco’s Business Excellence Manager and new Sustainability Team steward, about Umbraco’s focus on sustainability. He brings a self-described role of “sustainability enthusiast” to his resume, and is squarely centered on managing and supporting this community-based team.<h3 id="why-such-a-deep-conviction-to-sustainability?">Why such a deep conviction to sustainability?</h3>“There is no long-term upside to not focusing on sustainability,” Martin said. “Working sustainably has, for good reason, become a demand from clients, partners, and employees alike.”As Martin indicated, there are compelling forces at play. Some of the need is driven by EU legislation being rolled out (albeit later than first anticipated) with its omnibus initiative. As such, legislative demand for transparency within the supply chain needs to be met. “But that's not the main driver for Umbraco,” he continued. “We believe in creating a sustainable company in the broadest understanding of the word, focusing on the people, planet, and profitability of our company because we believe this is the type of company people would like to engage with as part of the community, do business with, and work at.”As I’ve covered previously, sustainability is a topic many companies are telegraphing to the market. Some are taking authentic actions, others are “greenwashing” for media exposure. I asked Martin how Umbraco isn’t just standing out from the crowd, but leading the way. As you might expect, it comes down to the power of people. “I think a main differentiator is that we’re in a great position to influence a large part of the industry through the Umbraco community and our partnerships with some of the world's leading web agencies,” he reflected. “What we create and share can be utilized by a much larger audience than just our own company, and it’s part of our open source DNA to collaborate and share great ideas.”Much of Umbraco’s current sustainability planning is based on a legacy of interest in this area. The company has long promoted its focus on being more carbon-conscious and taken clear action. Much of its success orbits the early decision to adopt an open source posture and build a strong community of interest.“When it comes to sustainability, I can’t think of a better foundation for having a positive impact than continuing along the open source path that we have been on from the very beginning of Umbraco’s history,” Martin said.<h3 id="sustainability:-a-team-sport-with-agency-players">Sustainability: A team sport with agency players</h3>The Umbraco Sustainability Team was first established in March 2023 as a community-led task force. The collective’s mission was to identify practical ways to reduce the carbon footprint of websites and digital experiences developed on the Umbraco CMS platform. As the world’s most widely used open-source .NET CMS, Umbraco has adopted an internal sense of responsibility to reduce its impact on the environment. To expand the message faster and further, Umbraco is collaborating with digital agency partners and its developer community to make a bigger impact. To achieve a unified front, the Sustainability Team has assembled a bench of people with solid technical experience in developing professional websites using Umbraco or who have the management expertise to guide clients to more sustainable business choices.While technical solutions are key to this initiative, both messaging and education are essential pillars. As such, team members work alongside Umbraco HQ to write blogs, present talks, and host webinars on the latest carbon-conscious web design practices. <h3 id="building-actionable-tools-with-real-world-impact">Building actionable tools with real-world impact</h3>The inaugural Sustainability Team has already made great strides. I asked Martin what tools or resources from their efforts have really resonated with him thus far.“My personal favorite out of the team’s contributions to date is the <a target="_blank" rel="noopener noreferrer" href="https://docs.umbraco.com/sustainability-best-practices">Sustainability Best Practices</a>, where they utilized their experience building web solutions and their knowledge of sustainability to create detailed documentation on how to reduce the carbon footprint of web solutions,” he said. “This documentation is available for anyone to use free of charge, and will not only help reduce emissions from web solutions, but could also reduce hosting costs as more energy-efficient solutions are cheaper to host.”The Sustainability Team is also developing a package that provides web content editors with sustainability insights within the Umbraco CMS back office. They also provided technical input to the Umbraco Cloud team during the development of its <a target="_blank" rel="noopener noreferrer" href="https://docs.umbraco.com/umbraco-cloud/getting-started/the-umbraco-cloud-portal/sustainability-dashboard">Sustainability Dashboard, </a>which allows web developers to show clients the volume of greenhouse gases generated from running Umbraco Cloud projects – and explain how and where digital operations can be optimized.Giving these tools to agency partners demonstrates their strategic role in executing Umbraco’s big vision. But as Martin suggests, bringing their team members closer to the initiative is another way that Umbraco is reinforcing the importance of community in developing new ways to expand sustainability. “Agencies are getting directly involved by letting their employees participate as members of the team,” he explained. “That alone is testimony that we are doing something right when inviting the people and organizations who are building a business around our products to collaborate with us.”As someone who votes with my own dollars for products and services that meet specific environmental standards, I understand the importance of branding a company’s participation in goodwill initiatives. It raises awareness for programs and potentially motivates further involvement. To that end, I asked Martin how agency partners can communicate their efforts in a positive channel through badging or credentialing. He noted that Umbraco already has a robust <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/partners/become-an-umbraco-solution-partner/gold/contributing-platinum-gold-partners/">Contributing Partner</a> and <a target="_blank" rel="noopener noreferrer" href="https://community.umbraco.com/mvp-program/">MVP program</a>, but liked the idea of granulating it further and enabling the partners to highlight their involvement in creating a more sustainable web industry. <h3 id="the-2025-umbraco-sustainability-team-members">The 2025 Umbraco Sustainability Team members</h3>As Martin noted, the inaugural members of the Sustainability Team have lent tremendous effort over the past two years, illustrating how the Umbraco community has pulled together to share sustainable digital practices with enterprise clients – all with the goal of measurably reducing the web's emissions.The new members of the 2025 Sustainability Team are:<ul><li>Dennis Adolfi, Head of Technology at Danish digital agency <a target="_blank" rel="noopener noreferrer" href="https://knowitexperience.com/about">Knowit Experience</a></li><li>Peter Solow, Lead Developer at Knowit Experience</li><li>Imran Haider, Head of Development at London digital agency <a target="_blank" rel="noopener noreferrer" href="https://www.wearecogworks.com/">Cogworks</a></li><li>Helen Chaplin, Community Services executive at Manchester digital agency <a target="_blank" rel="noopener noreferrer" href="https://www.cantarus.com/">Cantarus</a></li></ul>Existing members remaining on the Sustainability team include:<ul><li>James Hobbs, Head of Technology at Wiltshire digital agency <a target="_blank" rel="noopener noreferrer" href="https://aerstudios.co.uk/">aer Studios</a></li><li>Rick Butterfield, Lead Software Engineer at Bristol and London agency <a target="_blank" rel="noopener noreferrer" href="https://www.wearewattle.com/">Wattle</a></li><li>Thomas Morris, Senior Software Engineer at roadside rescue and insurance company <a target="_blank" rel="noopener noreferrer" href="https://www.rac.co.uk/">RAC</a></li><li>Amy Czuba, Account Director at Macclesfield and Cambridge agency <a target="_blank" rel="noopener noreferrer" href="https://nexergroup.com/uk/nexer-digital/">Nexer Digital</a></li><li>Neil Clark, Head of Sustainability at global agency and B-Corp, <a target="_blank" rel="noopener noreferrer" href="https://www.msqpartners.com/">MSQ Partners</a> (also a member of the BIMA Sustainability Council)</li></ul> <figure class="image image_resized" style="width:87.67%"><img src="https://cmscritic.com/ms-content/uploads/2025/05/image.jpeg" alt="A collage of a group of people

AI-generated content may be incorrect." /></figure>Members of Umbraco’s 2025 Sustainability Team. Source: Umbraco. In addition to Martin serving as the new Sustainability Team Steward, this year’s Umbraco HQ team members include Karita Kostiainen and Mikulas Tomanka.<h3 id="what’s-next?">What’s next?</h3>According to Martin, Umbraco has seen increased interest in its Impact Reports over the years, both from agencies and end clients. This seems to indicate that more organizations from across the market are seeking guidance – and ways to take action – to create a more sustainable web.Of course, a big part of realizing this vision is having the right leadership in place. For Martin and Umbraco, that begins with the Sustainability Team. And while the new players have just arrived, he seems ready to hit the ground running. “We’ve only just held our first ‘meet and greet’ with the new members of the 2025 Sustainability Team,” he said. “Now the real work begins.”As Martin explained, it’s important that the Sustainability Team be given latitude in setting goals and establishing relevant benchmarks. He wants to build on the work that’s already been started, bring in new ideas, and ultimately evaluate where the team’s efforts will have the biggest impact.“The inaugural team created a package for Umbraco that allows people to track and reduce emissions from their solutions,” he said. “I expect that we will likely see additions to that, or maybe even new packages, as we have some skilled engineers on the team who are eager to create new solutions.”As part of its ongoing efforts to educate the web community, the Umbraco Sustainability Team just <a target="_blank" rel="noopener noreferrer" href="https://umbraco.com/webinar-sustainability-2025/">hosted a webinar</a> with sustainability champion <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/mikebernerslee/">Mike Berners-Lee</a> on Thursday, May 22nd, at 3 p.m. UK time. If you're not familiar with Mike, he's the author of a groundbreaking series of books on sustainability, including A Climate of Truth: Why We Need It and How To Get It, There is No Planet B, and How Bad are Bananas? Mike was also one of the first researchers to calculate that the IT industry’s greenhouse gas emissions were equivalent to those of the aviation industry. <h3 id="why-it-matters">Why it matters</h3>I personally believe that doing good in the world is good for business – and that it’s indeed possible to be a good steward of the planet while pursuing growth. To that end, I asked Martin how the broader sustainability efforts are translating for Umbraco’s prospects. Is the messaging resonating with customers – particularly at a time when certain markets are deprecating ESG and DEI regulations and setting back previous policies to address climate change? And how can partners and the Sustainability Team support a beneficial trajectory?“During procurement processes, we see that there's already a demand for data about ESG and sustainability efforts from the market,” he said. “Legislation is making it necessary for more and more businesses to better understand and put demands on the suppliers in their supply chains. The team helps us provide just that."For Martin, the big benefit comes from working openly and collaboratively with agencies and having them well-represented within the makeup of the Sustainability Team. As he pointed out, it ensures that Umbraco gets the necessary “outside-in” perspective to align with what the agencies and end-clients prioritize when looking for new vendors.Umbraco has always marched to the beat of its own drum, and this is another example of how the company isn’t just motivated to improve digital experiences – but our planet as well. I can’t think of a better mission. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-umbraco?-talk-to-an-expert.">Looking for guidance on Umbraco? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Umbraco Reinforces Commitment to Global Impact with 2025 Sustainability Team

<a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/yanghan11/">Yang Han</a> is the Co-Founder and CTO at StackAdapt and a CMS Critic contributor. <hr /> Marketers are drowning in tools but starving for connection. Over the past decade, martech stacks have ballooned, crammed with platforms for everything from email automation to customer journey mapping. Yet instead of making teams faster and smarter, too many disconnected tools create workflow silos, data inconsistencies, and signal loss. Context gets scattered, collaboration slows down, and customer experiences suffer.Tool fragmentation isn’t just inconvenient—it’s a serious barrier to marketing performance. Integrated ecosystems make it possible to connect signals across channels, deliver more cohesive customer journeys, and move faster in an increasingly real-time world. Below, I explore why reducing tool overload is critical for long-term success and offer practical strategies for unifying fragmented martech stacks without throwing everything out and starting from scratch.<h3 id="understanding-the-problem:-what-is-‘tool-fragmentation’?">Understanding the Problem: What is ‘Tool Fragmentation’?</h3>Martech tool fragmentation happens when companies use too many isolated technologies that don’t easily connect. Instead of working as a streamlined system, the stack becomes a patchwork of apps, platforms, and databases. Each tool might serve a purpose, but without integration, they create more friction than flow.In practice, fragmentation leads to disjointed workflows, inconsistent customer data, and campaign delays. Teams scramble to manually move data between systems, while insights stay trapped in silos. Over time, strategies drift, decision-making stalls, and customer experiences feel disconnected.The problem is widespread. According to <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/adobe-experience-manager">Adobe</a>, the average enterprise now uses over <a target="_blank" rel="noopener noreferrer" href="https://business.adobe.com/blog/perspectives/rationalizing-your-marketing-technology-stack-an-imperative-for-it-leaders">130 different marketing technologies</a>. Rather than boosting performance, this bloated ecosystem often drags teams down, making it harder to stay agile, personalize effectively, or see the full customer journey.<h3 id="why-integration-matters-more-than-ever">Why Integration Matters More Than Ever</h3>In a world where marketing moves at the speed of the customer, integration has shifted from a nice-to-have to a must-have. When tools work together, teams gain stronger signal continuity with fewer blind spots across channels and customer touchpoints. Unified systems make it easier to deliver consistent messaging and personalized experiences that feel seamless rather than stitched together. Integration also cuts down the hours wasted on manual syncing and patchwork reporting, giving marketers faster access to the insights they need to make smarter decisions. <a target="_blank" rel="noopener noreferrer" href="https://www.stackadapt.com/resources/blog/how-to-prepare-for-ai-strategy">With AI</a>, automation, and real-time personalization becoming core parts of marketing strategies, a connected martech stack sets the foundation for the agility and innovation that today’s brands demand.<h3 id="key-strategies-to-tackle-fragmentation">Key Strategies to Tackle Fragmentation</h3> <h4 id="1.-audit-your-martech-stack">1. Audit Your Martech Stack</h4>The first step toward solving fragmentation is understanding where you stand. Create a full inventory of every marketing tool in use, from major platforms to niche plugins. Assess each tool's core purpose, how often it’s used, and whether it integrates smoothly with other systems. Pay close attention to redundancies—tools that overlap in function—or technologies that don't "talk" to the rest of your stack. A clear view of your ecosystem will make it easier to spot what’s helping and what’s quietly holding you back. <h4 id="2.-prioritize-integration-first-solutions">2. Prioritize Integration-First Solutions</h4>When evaluating new technologies, integration should still be non-negotiable, but smart integration matters more than sheer volume. Too many loose or flawed connections within the same martech stack can create just as many issues as isolation. Focus on platforms that offer open APIs, strong native integrations, and robust partner ecosystems, but also think beyond marketing. Look for tools that connect seamlessly to adjacent areas of your business, like finance, CRM, and sales systems. While integration within martech is critical, overloading your stack with patchy internal connections can lead to complexity without real gains. Unified platforms can offer a better foundation, as long as they are strong enough not to compromise on capability. <h4 id="3.-build-an-integration-roadmap">3. Build an Integration Roadmap</h4>Once you know what needs fixing, map out a plan. Set clear goals for which connections matter most to your workflows—whether that's syncing customer data between your CRM and email platform or aligning analytics across paid media channels. If direct integrations aren’t available, consider middleware like Integration Platform as a Service (iPaaS) tools, which can act as the connective tissue between systems. A phased approach will make integration manageable instead of overwhelming. <h4 id="4.-train-teams-to-work-across-systems">4. Train Teams to Work Across Systems</h4>Even the best-integrated stack can fall short if people aren’t trained to use it effectively. Integration isn’t just a technical problem; it’s a collaboration challenge. Run cross-team workshops to show how tools are connected, why certain processes are in place, and what best practices to follow. Developing clear standard operating procedures (SOPs) helps teams move more confidently across platforms and reduces the risk of knowledge gaps dragging down performance.<h3 id="conclusion">Conclusion</h3>Fragmentation isn’t just a tech issue—it’s a barrier to marketing success. A disconnected martech stack slows down workflows, scatters customer insights, and weakens every campaign's impact. Small, practical steps like auditing your tools, choosing integration-first solutions, building a clear roadmap, and training teams to work across systems can make a big difference. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-stackadapt?-talk-to-an-expert.">Looking for guidance on StackAdapt? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Tackling Tool Fragmentation for Martech Success

yanghan

<hr /> It’s no secret that retail is under pressure. The “trade wars” and tariff drama are creating a groundswell of uncertainty, and consumers are shifting their behavior in response.As such, brands are looking for new ways tap AI-powered personalization to drive clicks and sales across the digital commerce frontier. We’re seeing a lot of new innovation at the vendor level, but also partnerships and strategic alliances blossoming to enhance the marketer experience and improve CX outcomes. To that end, <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/optimizely">Optimizely</a>, the DXP powerhouse known for its testing, personalization, and content management chops, has announced a strategic technology partnership with unified commerce platform <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/commercetools">commercetools.</a> Together, they’re aiming to transform how enterprise B2C retailers deliver digital experiences.According to the <a target="_blank" rel="noopener noreferrer" href="https://www.optimizely.com/commercetools/">press release</a>, the combination of Optimizely’s content management, personalization, experimentation, and AI capabilities with commercetools’ flexible, composable commerce platform will give marketers greater domain over their digital experiences. The goal is simple: drive conversions and improve customer retention.If it delivers as promised, this partnership could provide a functional, marketer-first solution that unshackles enterprise teams from the grind of dev-heavy digital rollouts and addresses one of the biggest pain points in modern enterprise retail: speed to market.<h3 id="why-this-partnership-matters">Why this partnership matters</h3>Marketers are feeling the heat. <a target="_blank" rel="noopener noreferrer" href="https://www.marketingweek.com/career-overwhelmed-emotional-exhaustion/">According to a recent survey</a>, over half feel overwhelmed, undervalued, and emotionally exhausted. AI is adding some complexity to the equation, but it could also be part of the solution – if it’s done right. For Optimizely and commercetools, freeing marketers to own and accelerate their digital experiences is central to their partnership promise. At the heart of their new integration is the unification of commercetools’ flexible product catalog with Optimizely’s CMS and <a target="_blank" rel="noopener noreferrer" href="https://www.optimizely.com/ai/">AI engine, Opal,</a> which recently announced some fantastic new enhancements. At a high level, here’s how it works: By injecting rich platform data from commercetools to inform AI agents within Optimizely Opal, marketers can leverage product data directly in their CMS. No more chasing down developers for content tweaks or waiting weeks for product pages to go live. Instead, marketers can launch fully personalized, omnichannel campaigns in a matter of weeks, not months.And the timing couldn’t be better. In this volatile consumer market, where trends shift overnight and expectations for personalization are sky-high, speed to market isn’t a luxury. It’s survival.<h3 id="key-benefits-of-optimizely-+-commercetools">Key benefits of Optimizely + commercetools</h3>Again, marketers are central to this partnership, and removing the roadblocks to productivity is key. By unifying content and commerce, users can create content-rich, personalized experiences powered by real-time product and customer data across every brand, market, and channel. With integrated conversions through experimentation, marketers can run A/B and multivariate tests across product, cart, and checkout flows and deploy what works instantly. By using Opal AI to generate product content such as descriptions and sales copy in seconds, marketers can also accelerate their campaign velocity.The Optimizely/commercetools partnership also promises to improve productivity by reducing development friction, giving users greater control over product pages, content, and personalization without submitting tickets to IT. End-to-end workflows will provide marketers with the ability to launch and optimize experiences without relying on the barrier of development resources.There’s also the benefit of leveraging a more composable, scalable architecture that’s future-proofed for what’s next. This is something commercetools is uniquely designed for, coming from a headless commerce heritage. Together, teams will have greater composable latitude for extending or swapping services as needs evolve.<h3 id="behind-the-curtain:-investing-in-innovation">Behind the curtain: Investing in innovation</h3>It’s worth noting that both Optimizely and commercetools are backed by <a target="_blank" rel="noopener noreferrer" href="https://www.insightpartners.com/">Insight Partners,</a> which counts <a target="_blank" rel="noopener noreferrer" href="https://monday.com/">Monday.com</a> as a successful portfolio IPO. This gives this move an extra layer of strategic depth. Shared investment could signal a potential for aligned roadmaps, faster innovation, and tighter integrations over time. How deep the connection goes is speculative, but the companies seem to be angling around this as a key advantage.Based on how this relationship has been telegraphed, this feels like more than a simple “tech handshake,” but a concerted effort to create a retail-ready composable ecosystem built around the needs of the modern marketing team.<h3 id="the-bottom-line">The bottom line</h3>As I said, retail is getting squeezed, and there’s no crystal ball to predict how things will unfold. In response, the market is getting creative, looking for new ways to provide greater agility and adaptability to maintain growth. Marketers are central to winning that fight, and they need more control and better tools to respond fast to the chaos. At the same time, we’re seeing significant disruption in digital commerce as more product discovery shifts to social, and search slides deeper into channels like ChatGPT and Perplexity. Downstream, Shopify and other tools are becoming more extensible to combat the shifting tides of consumer preference. Building a beachhead between content and commerce – and focusing on the enrichment of data and the usability for marketers – is an area where vendors can establish differentiated value.For enterprise retailers and the content teams that support them, this new partnership is a sign of where things might be headed. The monolithic mashups of the past are giving way to intelligent, modular ecosystems where content and commerce are evolving in omnichannel directions. At the same time, DXPs have made significant strides in embracing a more composable posture to meet this market mandate. Now, they’re all meeting in the middle and exploring new ways to thrive. Both Optimizely and commercetools have reached the top of their respective corners of the DX stack, and this integration is a clear signal that enterprise strategies and priorities are shifting. Many variables are in flux, but if there's one universal constant at play, it's the need for speed. Marketers can't be hamstrung by development delays or complexity – so having an AI-powered solution that gives them greater control and moves at a faster pace is key.Optimizely has already established its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/some-thoughts-on-the-gartner-digital-experience-platforms-dxp-magic-quadrant-for-2025">dominance in the DXP</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/optimizely-leads-gartners-2024-mq-for-content-marketing-platforms-as-more-dxps-join-the-game">Content Marketing Platform</a> categories, and it continues to push the envelope to enrich testing, experimentation, and personalization. But offering a more modular approach for powering commerce with Optimizely's elegant CMS capabilities is another win – and a feather in its own composable cap. Trust is also a key component, and these proven brands offer the kind of scalable assurances that enterprises are seeking. That's a big reason why this new pairing could be a compelling path forward. <hr /><h4 style="text-align:center" id="looking-for-guidance-on-optimizely-or-commercetools?-talk-to-an-expert.">Looking for guidance on Optimizely or commercetools? <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/contact">Talk to an expert.</a></h4><hr /> <h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

Optimizely and commercetools Partner to Accelerate Enterprise Retail Experiences

<hr /> <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/jared-smigelski-1b0023163/">Jared Smigelski</a> isn’t a dentist, but he’s doing his part to improve smiles.That’s not easy when you’re modernizing a digital ecosystem that’s been in place for decades. It’s a bit like performing dental work that’s long overdue. Where do you start? How do you ensure a pain-free outcome?When I met Jared at “The Composable Conference” a few weeks ago, I was immediately drawn into his career arc at <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/company/benco-dental/">Benco Dental. </a>He's spent the last 13 years supporting and incrementally improving his company’s digital properties, starting as a software engineer and moving into product and application ownership. Now, he and his team are embarking on a “composable cleaning” that aims to transform his company’s IT posture with a MACH architectural approach – a move that could improve Benco’s competitive agility while future-proofing it for the next wave of tech innovation.“We’re a hundred-year-old company, maybe more, and the site’s been around since there’s been a site,” Jared said. “So it’s heavily monolithic, heavily legacy. All the logic is all over the place, and a lot of it lives on the front end, so we’re looking to pull a lot of that apart. In theory, MACH principles are perfect for what we’re trying to do.”This initiative is exactly why Jared and two of his key practitioners were attending the annual <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-composable-conference-2025-takes-shape-as-mach-alliance-announces-speakers-and-new-events">MACH Alliance event in Chicago</a>. They had already started down the composable path by assessing a move to the cloud, embracing an API-first approach, and even procuring several tools to begin “drilling” into their strategy. “We’re in a position right now where we’re integrating a lot of these tools that are already within the Alliance,” he explained, mentioning <a target="_blank" rel="noopener noreferrer" href="https://www.bloomreach.com/en">Bloomreach</a> and <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/products/contentstack">Contentstack</a> by name.But going composable can be like pulling teeth, fraught with challenges and mired by the looming potential of failure. For Jared, the MACH Alliance community provided a bit of Novocain for his concerns, and hearing the successful use cases from other practitioners made him hopeful about their prospects. For me, this is a fantastic story and a compelling use case. First, it’s an opportunity to hear from a digital leader at the very beginning of his MACH journey, starting with an aging monolithic legacy system – and one that’s homegrown. It's brownfield with a bit of green on the edges. It’s also an example of an enterprise application within the B2B healthcare vertical, which gives it a differentiated spin from the typical retail examples we’re accustomed to in MACH. Finally, Jared’s frankness captured some of the real stakes at play when considering a composable path. In our chat, we delved into his selection of Contentstack as a CMS foundation and what influenced his decision. We also discussed how their roadmap for AI is already beginning to take shape as they consider the possibilities of a MACH-powered future.Will it be easy to realize this vision? Not likely – and he knows this is a years-long gamble for both his team and the company. Getting there could, at times, feel like a mouth full of braces. But with the right planning, mindset, and execution, a more structured and (dare I say) beautiful smile awaits. <h3 id="avoiding-digital-“tooth-decay”">Avoiding digital “tooth decay”</h3>Benco is a storied brand in the dental industry. As the largest privately owned, full-service distributor of dental supplies, equipment, consulting, and equipment services in the US, it has a rich heritage built on almost a century of success. Founded by Benjamin Cohen, the company has remained family-owned and laser-focused on its mission of "delivering success smile after smile."​ Based in Pittston, Pennsylvania, Benco is also the nation's fastest-growing dental distributor with more than 50 regional showroom locations and five distribution centers servicing more than 30,000 dental professionals in all 50 states.As you might imagine, this unabated growth is driving more dependency on Benco’s digital properties, which feature e-commerce shopping capabilities. And while legacy and longevity are key attributes for a brand, Benco’s aging website and infrastructure have been a key source of pain as it looks to scale. To avoid this digital “tooth decay” and get to the next step of digital transformation, Jared has embraced a composable strategy – and tapping the MACH Alliance and its community of expertise is one way he’s hoping to achieve success as he begins to execute.   “The principles, they’ve been around since modern development architecture has been around,” he said, referencing the tenets of MACH. “But actually having some place that pulls it all together is really helpful. We’re here to try to learn more about these principles, get some actionable content when we go back, so we can implement a CMS successfully on the first try.”<h3 id="the-mach-community:-a-retainer-for-knowledge">The MACH community: A retainer for knowledge</h3>As Jared mentioned, the goal of attending “The Composable Conference” was to seek insight and walk away ready to take action. The education piece continues to be a shining example of where the Alliance excels, and that came through in spades during the first day’s keynote sessions and focused workshops. That said, I spoke to a number of attendees who felt that the conference's content was on point, but that “actionable” component might not have been fully realized. This is one area where the Alliance can continue to improve its value to members and the market at large. This year’s session tracks did provide a clear and concise framework for attendees, allowing them to select a path that best fits their current status – from early-stage “MACH Curious” to “Active” or “Pro.” I asked Jared what sessions stood out for him and why they made an impact. “Hearing Andrew talk from Zoro on that first day, that keynote was really pertinent because we’re a similar company,” he said. “We’re a B2B selling to offices, and hearing about that transformation was truly impressive.”He was referring to <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/in/goodfellow/">Andrew Goodfellow</a>, CTO at Zoro – an online provider of tools, parts, and supplies. As CTO, Andy took attendees through the digital retailer’s early adoption of MACH, and how it ultimately enabled Zoro to go from 2 million SKUs to 15 million and double revenue. You can read more about it <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/the-deep-dish-on-composable-6-tasty-takeaways-from-the-mach-alliances-2025-conference">in my conference overview</a>. Jared also mentioned how <a target="_blank" rel="noopener noreferrer" href="https://www.vfc.com/brands">the use case for VF</a>, the company behind brands like The North Face and Timberland, struck a chord. It was real and relatable, and gave him perspective on where things are at – and the potential for them to go off the rails. “They had a 1.0 version of a MACH approach, which is where I feel we’re at,” he reflected. “We’re kind of new to this, and you hear the candid truth about their story, right? He said it took them three years to release one site the first time, because they jumped in, rushed it, and didn’t do it right. So it’s cool to hear that other companies are having these same challenges.”<h3 id="a-new-cms-crown-with-contentstack">A new CMS crown with Contentstack</h3>Benco doesn't have an actual CMS – and never has. Instead, they have what Jared described as a homegrown “CMS-like” solution. So the prospect of moving to a mature platform is novel… and even a little nerve-racking.“I almost wish we could skip past that first phase where we picked the wrong one and we try to migrate to another,” he said, laughing. “We’re in the very first phase of this. We’ve never integrated a CMS.”Jared mentioned that he had already settled on Contentstack, a composable DXP with a headless CMS as its foundation. While the platform already presented key advantages based on their goals, some soft attributes added confidence to his decision.“We had some really good experiences with their sales team and technical folks,” he said. Relying on experienced voices has been key for Benco as early questions arose like, Where’s your data map? or Where’s your architecture diagram? They simply weren't prepared.The MACH Alliance community has been pivotal to supporting education within the composable category, and platforms like Contentstack have helped bridge the awareness gap from the very beginning. “The Composable Conference” helps to crystallize things over a two-day period, but <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-taps-dylan-valade-of-abbott-to-drive-expanding-ridemach-education-program">programs like rideMACH</a> are shepherding the cause throughout the year with courseware, certifications, and real-world insights from people who have done the work. “This has been really helpful to see and get to connect with people who’ve had those experiences," Jared remarked, "and help talk through what you do the first time.”<h3 id="removing-the-legacy-plaque-to-make-way-for-ai">Removing the legacy plaque to make way for AI</h3>Composable is already proving its value as a key conduit for AI innovation and adoption. Enterprises that have a composable posture are arguably better equipped to shift, experiment, and deploy new AI solutions, and the MACH Alliance is focusing more attention on this – specifically with the advent of its <a target="_blank" rel="noopener noreferrer" href="https://cmscritic.com/mach-alliance-launches-new-mach-ai-exchange-to-help-enterprises-streamline-ai-adoption">new MACH AI Exchange.</a>  While Jared and his team are consumed with the elemental steps of their composable strategy, I asked him about AI and where it fits with his organization’s plans. From his perspective, he sees early gains within Benco’s content operations practice and how they leverage the new CMS.“The biggest use case that comes right to mind for AI, especially in something like a CMS, is getting our titles, blog posts, articles, all that stuff SEO optimized,” he said, reflecting how humans aren’t the best at knowing how to game the algorithms for search. This is one way that AI could have a solid impact on performance in the near term.But the future? With a composable architecture, Benco could certainly dive into the realm of more advanced personalization and optimization, akin to what Zoro achieved – something Jared and his team are eager to sink their teeth into.Here’s five minutes of brain floss to sharpen your smile: <figure class="media"><div data-oembed-url="https://youtu.be/BuUbmrwne-I"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/BuUbmrwne-I" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> <hr /><h3 id="upcoming-events">Upcoming Events</h3> <img style="width:33.07%" src="https://cmscritic.com/ms-content/uploads/2025/05/contentcon25-logo-1747412490394.png" /><h4 id="contentstack-contentcon-25"><a target="_blank" rel="noopener noreferrer" href="https://www.contentstack.com/contentcon">Contentstack ContentCon 25</a></h4>June 3-5, 2025 – Chicago, USAThe future of digital is waiting for you! Contentstack presents ContentCon, the premier event for digital teams and industry leaders who are reimagining the future of digital experiences. Join us for two days of transformative presentations and workshops designed to help you put personalization and AI strategies into action. <a target="_blank" rel="noopener noreferrer" href="https://contentcon2025.site.zuddl.com/">Register today! </a> <img style="width:31.83%" src="https://cmscritic.com/ms-content/uploads/2025/01/cms-connect-2025-logo.png" alt="" /><h4 id="cms-connect-25"><a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">CMS Connect 25</a></h4>August 5-6, 2025 – Montreal, CanadaWe are delighted to present the second annual summer edition of our signature global conference dedicated to the content management community! CMS Connect will be held again in beautiful Montreal, Canada, and feature a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Join vendors, agencies, and customers from across our industry as we engage and collaborate around the future of content management – and hear from the top thought leaders at the only vendor-neutral, in-person conference exclusively focused on CMS. Space is limited for this event, <a target="_blank" rel="noopener noreferrer" href="https://www.boye-co.com/conferences/cmsconnect25">so book your seats today.</a>

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CMS Critic - The leading news source for CMS, DXP, and beyond

Forget the Cape! Here's Why CMS Is Your 'Unsung Hero' in 2025

Presenting the Winners of the 13th Annual CMS Critic Awards!

Generative AI is Making Content King Again

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