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What's Ahead for MACH in 2024? Read These 3 Predictions

matt-garrepy

The Sommelier of MACHtails: Sommsation’s Danielle Diliberti Uncorks Composability 

What's the MACH vibe in 2025? Here are 3 predictions (and more)

<hr /> “I don’t like being bored.”That was one of the first things <a target="_blank" href="https://www.linkedin.com/in/christine-king-author/">Christine King</a> said to me during our recent chat. Take a quick gander at her resume and you’ll see it’s true. This powerhouse of a woman hasn’t stopped since 1973 – and that’s just the way she likes it. Before her breakthrough role as the first female CEO at <a target="_blank" href="https://www.onsemi.com/">AMI Semiconductor</a>, Christine spent over 25 years at the venerated <a target="_blank" href="https://www.ibm.com/us-en">IBM</a>, eventually becoming the VP of Semiconductor Solutions. How could you be bored when you own P&amp;L for a $6 billion business unit with 12,000 people to manage?As it turns out, that wasn’t quite enough. Christine wanted to try her hand in the captain’s chair, and did so in a spectacular way. After taking the helm at AMI, she made a series of shrewd business moves that resulted in significant growth, leading to a nearly $1 billion acquisition by <a target="_blank" href="https://eepower.com/news/on-semi-to-acquire-amis-holdings-in-all-stock-transaction-valued-at-approximately-915-million/">ON Semiconductor in 2008</a>. That was followed by another CEO gig at <a target="_blank" href="https://www.bloomberg.com/profile/company/SMSC:US">Standard Microsystems</a> and an executive chairmanship at <a target="_blank" href="https://www.marvell.com/">QLogic</a> (now part of <a target="_blank" href="https://www.marvell.com/">Marvell</a>). Since then, she’s been filling her dance card with numerous board duties, restlessly searching for the next big challenge. That came in 2017, when she accepted her first software leadership role as Co-Chairman at <a target="_blank" href="https://www.henryschein.com/">Henry Schein</a>, a dental practice management platform. A bit out of her comfort zone, sure, but status quo for a trailblazer. Without question, these gigs established Christine as a preeminent CEO across the hardware and software fields. And within the tight cabal of the semiconductor industry, she’s the cream of the crop – what you might call “tech royalty.”But being bored also sent Christine to the farm. And I mean that literally: she became a dairy farmer.“I have to say that dairy farming is way harder than being a CEO,” she exclaimed delightedly. “The results are in the milk pail. You get measured every day for whatever you do, whether it's strategy or execution. It just makes you honest all day long.”And so Christine milked cows every morning for 12 years, taking up the chore before logging in at Big Blue. As she noted, it was a great learning experience, balancing out the intense rigors of being a technology leader.At CMS Critic, our core focus is on content management. But I’ve spent my career in tech, consulting with IBM, Microsoft, Verizon, and even semiconductor companies like <a target="_blank" href="https://www.micross.com/">Micross</a> (I'm deficient in dairy farming, but hay, the day is young).When Christine’s team approached me for an interview, I jumped at the opportunity. She’s now a content creator, promoting her new book, <a target="_blank" href="https://www.christineking.com/">Breaking Through The Silicon Ceiling</a> – which is due out June 28th. We talked about it at length (the video is below) and what convinced her to tell this story.  I thought this would be a fascinating complement to what we typically cover, but it's also downright inspiring. We can all do more to support the advancement of women in tech, and Christine is the template. The shining example of what’s possible. For me, sharing her story is part of the charter.     <figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=9HZmKkySH6k&amp;t=306s"><div style="position:relative;padding-bottom:100%;height:0;padding-bottom:56.2493%"><iframe src="https://www.youtube.com/embed/9HZmKkySH6k?start=306" style="position:absolute;width:100%;height:100%;top:0;left:0" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen></iframe></div></div></figure> In her forthcoming tome, Christine chronicles her incredible journey. Like something out of a movie, she details how a 20-year-old single mom in the early 1970s climbed a shifting ladder out of a trailer park – and into an intimidating, male-dominated world of technology.Along with the plight of being a solo parent at a time when social stigmas were far more severe, the story is filled with unexpected twists and turns that will have your heart cheering. Throughout the book, Christine relays the lessons learned from a life spent fighting through emotional turmoil, eventually finding respect and equality as an engineer turned business leader. Her big message: the seeds of success are within you. And she’s evidence of that. <h3 id="breaking-through-the-silicon-ceiling">Breaking through the silicon ceiling</h3>To suggest that Christine’s story has a humble beginning would be to sell it short. As you’ll hear in our interview, she overcame significant obstacles before rising into her role as a chief executive of a semiconductor company.As she detailed the genesis, I was struck by how large the mountain must have loomed. And yet, despite her many challenges, she dared to climb. “I didn't have any money, and I didn't have an education,” she remarked. “I had a high school [diploma], but that was it. And so my journey began in that trailer park, then going to college first, of course, to be a teacher – which is what women did in those days. Then I [went] into electrical engineering and got my degree, and that led me to my first job at IBM. And then I spent 40 years pretty much being the only female in the room.”Even with the odds stacked against her, Christine persevered and thrived in dual roles as a technologist and a business leader. In the interview, we talk about how much she enjoys both sides of the ledger and how she unlocks the value of people – without whom there would be no business. I asked Christine what motivated her to become an author and turn her life's story into a book. “I really felt that I learned so many lessons along the way, including those I learned in dairy farming,” she said. “You don't necessarily have to have an Ivy League education, or privilege or connections. You can be successful at what you do, even if it's being the first female CEO of a semiconductor company. I wanted to share that story and those lessons.”The book explores the myriad of setbacks along Christine’s path to the CEO’s seat. In her own words, she frames the adversity as “getting kicked in the gut quite a few times,” but she hung on – and wants everyone to know there's a way to get it done.In our conversation, we also delve into the many challenges faced by women like herself, and what it took to scale the walled garden around high-level leadership roles – and how there’s still work to be done. “There was certainly a ‘boys club,’ if you will,” Christine explained. “Although there were opportunities, it got harder and harder as you went up the ladder. And I would say even in the 2000s, when I started participating in public boards, it was quite a while [before] women were even part of the community and becoming directors. It certainly has been a journey, but sometimes, it's still a rough road. So I think we still have a ways to go.”<h3 id="why-it-matters">Why it matters</h3>I won’t wax philosophically here. Instead, I’ll urge you to watch the interview and hear this amazing woman talk about her journey. It’s less than 30 minutes, but the story is a lifetime of gold. I usually draw big conclusions at this point in the prose, but Christine really nails it in our interview. She could easily retire from the whole shootin’ match, but she stays in the game because her passion is immeasurable. Henry Schein is now her fourth leadership rodeo; maybe she's still getting warmed up?Never one to rest, Christine has now put pen to paper and written a book, intimately sharing the struggles of growing up poor and battling limiting beliefs – all with the intention of helping others. As a technologist and business leader, she is unrivaled. As a messenger, she is revelatory. And as a human, she is the motherlode of potential and possibility. And yes, she is an iconic female CEO, but above all, she's an amazing person. One more note: in our conversation, I shared some of the incredible work being done by the <a target="_blank" href="https://cmscritic.com/mach-alliance-expands-certification-scope-to-include-offerings-within-larger-vendors">MACH Alliance</a> – the industry organization advocating for open, best-of-breed technology ecosystems – and its fervent commitment to DEI. For several years, they have championed what it calls the <a target="_blank" href="https://cmscritic.com/mach-alliance-launches-women-in-mach-mentorship-program">Women in MACH</a> movement, elevating awareness and promoting women in tech and STEM fields. Despite the progress we’ve made, the gaps persist. As I told Christine, we saw a lack of female representation on stage at last year’s <a target="_blank" href="https://cmscritic.com/mach-two-conference-wrap-six-takeaways-from-the-composable-event-of-the-year">MACH Two event in Amsterdam</a>. Given the clear efforts made to celebrate and promote diversity, this was disappointing – and a reminder that tech is still very much an industry dominated by men.Should we be surprised? We have pundits and talking heads who continue to challenge equitable pay for women (just one dimension of the inequity). On average, they still earn 16% less than their male counterparts. In recent weeks, we saw the dichotomy of <a target="_blank" href="https://en.wikipedia.org/wiki/Caitlin_Clark">Caitlin Clark</a>, the college basketball phenom who single-handedly generated millions of dollars for the state of Idaho, but is being <a target="_blank" href="https://www.cbsnews.com/boston/news/caitlin-clark-gender-pay-gap-womens-sports/">paid a salary of $76,000</a> to play in the WNBA – far less than star rookies in the NBA.We’re making progress, yes. But as my guest observed, we still have more work to do. Christine’s book, Breaking Through The Silicon Ceiling, will be released on June 28th, but you can <a target="_blank" href="https://www.amazon.com/Breaking-Through-Silicon-Ceiling-Semiconductor/dp/1803415053/ref=sr_1_1?crid=DTFMT2UJCF82&amp;keywords=breaking+through+the+silicon+ceiling&amp;qid=1698151298&amp;s=books&amp;sprefix=breaking+through+the+sili%2Cstripbooks%2C447&amp;sr=1-1">pre-order it now on Amazon</a>. <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

From Trailer Park to First Female CEO of a Semiconductor Company: A Conversation with Christine King

<hr /><h4 id="snapshot">Snapshot</h4><ul><li>Drupal, Joomla, TYPO3, and WordPress have formed the new Open Website Alliance</li><li>The organization coalesced after the group penned an open letter to the EU regarding the Cybersecurity Resilience Act</li><li>This marks the first leadership-led coordination to establish a shared structure around common values</li><li>Goals focus on supporting the advancement of FOSS and leading with a “choose open source first” message</li><li>Future plans include greater collaboration and the development of open source standards and best practices</li></ul> The term alliance receives a fair amount of love in technology circles. It makes perfect sense: software companies and organizations have long relied on partnerships to build awareness and grow channel relationships, and having friends can make it easier to scale. One might call such agreements “pacts” or “treaties,” especially if the partnership is between two competitors – or my favorite permutation, cuspetitors. But alliance evokes something distinctly positive. A spirit of assembling strengths, building consensus, elevating numbers, and rallying around a common vision or goal.Of course, as a well-documented Star Wars fan (read any of my previous pieces, I guarantee there's a nod in most), I can’t help but associate alliance with the idea of rebelling against something, of bringing unlikely bedfellows together to stand against an existential threat… like an Empire. Sometimes, it's a bit of David versus Goliath – Luke versus Vader – and there’s an implied scrappiness to that. One that’s indelible to the ethos of the cause.In the case of the new Open Website Alliance, an interesting confluence of ideologies is at play. The newly formed cabal betwixt the world’s leading open source CMSs – <a target="_blank" href="https://cmscritic.com/products/drupal">Drupal</a>, <a target="_blank" href="https://cmscritic.com/products/joomla">Joomla</a>, <a href="TYPO3">TYPO3</a>, and <a target="_blank" href="https://cmscritic.com/products/wordpress">WordPress</a> – is very clear in its charter to advance open source interests. But there’s more, and it has to do with the very real challenges that exist for these platforms in an uncertain future of regulatory governance.To get an inside view of the freshly-minted alliance, I spoke to <a target="_blank" href="https://www.linkedin.com/in/mathias-bolt-lesniak/">Mathias Bolt Lesniak</a> – an open source evangelist at <a target="_blank" href="https://www.toujou.com/">toujou</a>, a SaaS website building platform with TYPO3 services based in Norway. Mathias also has TYPO3 in his DNA; he is a previous consultant for the organization, a key part of the TYPO3 association, and a leading voice for the Open Website Alliance. I’d say a trusty blaster is good in any fight. But Star Wars references aside, an alliance is a solid place to start when building a movement. And if any part of the CMS market is focused on “freeing the system,” it’s the open source community. <h3 id="building-on-a-coordinated-response-to-the-eu’s-cyber-resilience-act">Building on a coordinated response to the EU’s Cyber Resilience Act</h3>Perhaps it’s apropos that <a target="_blank" href="https://typo3.org/project/press/press-releases/open-website-alliance/english">TYPO3’s press release</a> announcing the Open Website Alliance was issued from Switzerland. The idea of “neutral ground” further reinforces the compact that connects these otherwise competitive CMSs – which collectively power 50% of all online websites today.As the press release points out, the Open Website Alliance was founded to promote choice across the open source software marketplace and facilitate collaboration between free and open source (FOSS) web content management projects – thus furthering the core values of openness, trust, and quality. But where did this air of collaboration begin? As Mathias pointed out, the Alliance owes its genesis to a coordinated response from the <a target="_blank" href="https://www.drupal.org/association">Drupal Association</a>, <a target="_blank" href="https://www.opensourcematters.org/">Open Source Matters (Joomla)</a>, the <a target="_blank" href="https://typo3.org/project/association">TYPO3 Association</a>, and the <a target="_blank" href="https://wordpress.org/">WordPress Project</a>. The organizations pooled their collective resources to pen an <a target="_blank" href="https://typo3.org/project/press/press-releases/open-letter-to-eu-legislators/english">open letter to the European Union</a> regarding its concerns about the EU’s proposed <a target="_blank" href="https://digital-strategy.ec.europa.eu/en/library/cyber-resilience-act">Cyber Resilience Act</a>. “The Open Website Alliance started out with this letter to the EU,” Mathias said. “We weren't an alliance six months ago, but that was really when Drupal, Joomla, TYPO3, and WordPress got together at a leadership level to do something together. Because we shared a concern – and we had shared values. Of course, there's been collaborations between our communities previously, but this was really the first time that we met on a leadership level – board members and executives, meeting together on one call.<hr /><h4 style="text-align:center" id="“i-think-if-you-want-an-open-web,-you-also-want-to-work-differently-with-your-partners-or-friends-in-open-source.”">“I think if you want an open web, you also want to work differently with your partners or friends in open source.”</h4><hr />At question was the Act’s ban on what it classified as ”unfinished software” and a bevy of muddled definitions surrounding “commercial activity.” In the original text, there's an implicit obligation for software to address all known exploitable vulnerabilities, and maintain a secure default configuration. The latter is particularly problematic, as there’s no way of knowing where and how open source software will be used in projects.  With FOSS products unaccounted for in the original language, open source systems could be liable for safety and security in an untenable manner. These regulations – while viewed as important for maintaining security standards – could potentially hamper European innovation and, as TYPO3 pointed out, drive activity toward U.S. tech giants.“With the Cyber Resilience Act, we discovered there was a real danger for operating as a nonprofit, free and open source content management system – and within the EU, that might actually become very, very hard,” Mathias reflected. “And what hadn't been mentioned yet were two things: first, content management systems within the EU actually represent a little more than half of all websites. Many small to medium-sized businesses use our systems – also larger ones – but that means it would have a great financial impact. The other thing that we saw was that being free and open source means we have certain values, things that we believe in, like openness and free speech. These values very much aligned with the core values of the European Union, so we thought it was an important message to give. It isn't just about business, it's also about the values behind what we do.”The open letter to the EU was issued in July of 2023. In early December, the language of the Cyber Resilience Act was agreed upon, paving the way for its adoption this year – and obligations being phased in through late 2025 and into 2027. As the Act continues to unfold, the Open Website Alliance aims to stand in solidarity against any measures that might impact their collective viability – and together, help shape solutions for all open source communities. <h3 id="collaborating-at-a-leadership-level">Collaborating at a leadership level</h3>In addition to the general community participation, the Alliance is guiding its breadth of members on a leadership level. This means the respective organizations can more easily coordinate on strategy and actions, creating a unified platform that powers new and existing cross-community collaboration projects.Leadership of the organization is also based on collaboration. While by-laws and other institutional practices have not yet fully gestated, the presidency will rotate among the members, and all decisions will be consensus-based. That said, it is by no means an established authority with centralized control or governance. Given that, I asked Mathias how he might describe its makeup and structure. “The Open Website Alliance is a very simple construction,” he relayed. “It doesn't have a formal legal body, so it’s more of a collaboration space – a community of communities, as we say. So it’s up to each member to do what the Alliance encourages.” While still nascent, Mathias did share that some of the operational components of the Alliance are already taking form. As someone who has been involved with numerous associations like this – including the well-established <a target="_blank" href="https://cmscritic.com/mach-alliance-publishes-first-annual-report-showcases-industry-impact-and-plans-for-2024">MACH Alliance</a>, which shares common traits with this new organization – I’ve seen how the right operational bedrock is key to building success.<h3 id="expanding-to-include-other-open-source-cmss">Expanding to include other open source CMSs</h3>I asked Mathias about the roadmap beyond the quintet of founders. While the four open source software communities represent a significant part of the market, many other technologies have embraced FOSS. As part of its charter, he said that the Open Website Alliance is also encouraging other FOSS CMS platforms to apply for membership.“We have seen interest from other free and open source projects or content management systems that would like to join the Alliance,” Mathias reported. “So it's open for anyone who has an <a target="_blank" href="https://opensource.org/">OSI (Open Source Initiative)</a> and a verifiable free and open source license. But in addition to that, the charter also specifies that members have to agree to the <a target="_blank" href="https://www.drupal.org/association/open-web-manifesto">Open Web Manifesto</a>, which I know that Drupal and <a target="_blank" href="https://www.linkedin.com/in/buytaert/">Dries Buytaert</a> (CTO and founder of Drupal and Acquia) have been promoting previously.”It's true: the vision of a free and modular web has long been part of the open source zeitgeist, due in no small part to the contributions of Dries Buytaert and the Drupal community. As Mathias said, the Alliance has taken the core Drupal manifesto and generalized it – a bit – to render it less specific to a single platform, and more reflective of the Alliance makeup.“I think if you want an open web, you also want to work differently with your partners or friends in the open source.”<h3 id="standing-together-for-open-source">Standing together for open source</h3>The <a target="_blank" href="https://typo3.org/fileadmin/t3o_common_storage/documents/press_releases/2024-02_Open_Website_Alliance/Open_Website_Alliance_Charter.pdf">purpose statement</a> the Alliance has developed provides the most basic tenets of its goals. It states, “members commit to jointly encourage prospective website owners and developers to always choose open source software over proprietary systems, and to educate why this decision is the first and most important one in a website project. Through this advocacy, we are expanding opportunities for all open source CMS projects.”As previously noted, the collaboration also seeks to benefit the public perception of open source projects – that they lean on the reliability of open source software, and are supported by the “quality and safety of open source communities.” This community aspect is key, as it speaks to the potential for members to share and discuss best practices in an open source vein. But there’s more. Accounting for the distributed and collaborative nature of open-source software – even beyond content management – the Alliance strives to support the growing reality of upstream dependencies. I asked Mathias to elaborate on this, and he focused on the evolving need for standards.“We see upstream dependencies that are increasingly dependent on much of the same technology, but in different ways,” he said. “That will be interesting as soon as we get in Alliance members that don't use PHP, but I think it's also at an idea level. If you look at what the European Union is doing today, they are putting requirements on people who work with open source, just as they do with closed source – and that means we have to develop standards. We have to develop common ways so that we're not all standing by ourselves when there's suddenly a [new] requirement for data interchange, which is a part of the new data regulation."By being proactive, Mathias believes the open source communities of interest can now plan more effectively and coordinate how they work. Through consensus, they can agree on suitable standards to help govern things like security and maintenance, which involve increasingly more upstream dependencies. “It means that we have to care just as much about each other as we care about the systems that we use.”<h3 id="what’s-next?">What’s next?</h3>As someone who has built and managed projects in both Drupal and WordPress, I’m deeply familiar with the advantages and disadvantages. Regardless of their inherent differences – or how proprietary systems might challenge them – I’ve always viewed their “open sourceness” as an innate strength. Perhaps the most valuable asset for each is its fiercely loyal community, which represents the real power and potential for the Open Source Alliance to realize change at an industry and regulatory level. When I make the obvious comparison to other industry alliances, I can’t help but think of lofty goals woven around voluminous mission statements. But open source is a different beast, beating its own drum and operating at times like a distributed hive mind. The users and contributors are vast and diverse, and the wheels of change often grind more slowly in these corners. At the same time, they're also tacitly independent – part of its democratic appeal, in truth – and that could stymie the adoption of rules and practices.I asked Mathias a logical question: what’s ahead? What do the next 12 months look like? His answer was refreshing – because it was simple and honest:“We don't have that written down,” he said, “but there are things we are talking about at a leadership level. Having an Alliance means that it's much easier for us to say, well, we want to do something together to improve how we standardize security, and then that can be disseminated from a leadership level down into the community. Another is a very simple thing, and that is attending each other's conferences. I've been attending a few other CMS conferences, and there is so much we can learn just from how our communities are organized. So community best practices are a very important thing to improve quality. We have good quality, but we can always improve on that.”For Mathias, education is also a big part of the equation. From his perspective, shifting the narrative is paramount, and leading with an “open source first” mentality is key to helping businesses, agencies, and users make better decisions. “I had the idea that what we need to do is educate the bits,” he said. “Tell people first what open source is instead of haggling about which system is best versus proprietary. So we agreed to collaborate on promoting open source as sort of a ‘white label’ thing that incorporates a lot of benefits that are common [to] all our systems, and that's where choosing open source first came in. We encourage decision-makers who are looking for content management systems to make that choice first. And once they're there, they have a lot more choice.”Mathias reinforced that collaboration underscores everything, and how the founding systems and communities are going beyond sharing best practices and working to understand each other better. “We think it's a benefit for all open source that we know each other, and that we can help every client choose the best open source CMS or find the best agency that has the experience that they need.”Alliances often present themselves as business opportunities. But sometimes, they emerge at a moment of great change or crisis, when hope is running low and great threats stand in the way of progress. When considering the more altruistic motives of open source – of the free and open web – it’s clear that this new alliance is focused on more than just the financial implications of impending regulation. In this case, open source is more like an open force for good – and one to be reckoned with.  <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

Drupal, Joomla, TYPO3, and WordPress Join Forces in New Open Website Alliance

<h4>Snapshot:</h4><ul><li>Laura Goldberg is CMO at Constant Contact, a leading digital marketing platform.</li><li>The company is innovating to make email and integrations easier for SMBs.</li><li>Security and data privacy continue to be a core tenant of its brand promise. </li><li>Constant Contact recently added an AI Content Generator to its popular features.</li><li>On the roadmap, enhancing automation and segmentation are a key focus.</li></ul><hr /> You’ve got mail!If you’re old enough to remember that <a target="_blank" href="https://www.youtube.com/watch?v=DGOgSPVBmIE">iconic soundbite</a>, you might recall the nascent exuberance of receiving “electronic mail.” Of course, that’s back when it was still (somewhat) new, a shiny beacon of possibilities and a game-changer for communication.Even if the idea of email feels the same today, a lot has changed over the last few decades. On the upside, we’ve deprecated those arduous CompuServe addresses. Firing off a message no longer requires a modem; it can all be done from a smartphone. And lest we forget, email has also become a ubiquitous component in every digital marketer's toolkit, from personalized campaigns to newsletters.On the downside, our inboxes have been Biblically flooded. Spam has reached epic proportions, and phishing attacks have become a weak link in the security chain (<a target="_blank" href="https://www.forbes.com/advisor/business/phishing-statistics/">according to Forbes</a>, there were 500 million of them last year). Add shifting policies and regulatory governance, and it becomes a challenging morass. These realities might complicate the roadmap for email. But <a target="_blank" href="https://cmscritic.com/products/constant-contact">Constant Contact</a> sees more opportunities than challenges. Since first rolling onto the scene in 1995, the Massachusetts-born tech maven has kept a constant eye on the future. From humble beginnings in a <a target="_blank" href="https://www.constantcontact.com/about">cramped attic</a> to a globally recognized brand, the online marketing platform has become an institution, particularly for small and medium-sized businesses looking to harness the power of email.What’s perhaps most impressive about Constant Contact is its raw staying power. It is a paragon for longevity in an otherwise volatile tech industry, a testament to its trust and reliability. And while the company was sold to Endurance International in 2015 <a target="_blank" href="https://en.wikipedia.org/wiki/Constant_Contact">for $1.1 billion</a>, it has continued operating under its ubiquitous brand and stayed true to its roots – always leading with email.At the same time, the company has grown beyond its foundational focus to encompass a broader ecosystem of services. This includes a bevy of digital marketing tools like landing page and A/B testing features, lead gen and CRM capabilities, SMS and social media marketing apps, and more. I recently spoke with <a target="_blank" href="https://www.linkedin.com/in/laura-goldberg-b3913/">Laura Goldberg</a>, Constant Contact’s Chief Marketing Officer, about the irreplaceable role of email as part of an integrated marketing stack, and how her company’s focus on delivering simple yet powerful tools to SMBs is unshakeable.  Laura also shared how their new AI features are enabling users to do more with their digital and email marketing – and how Contact Contact’s approach is not about the tech, but the people and businesses it empowers. <h3>A legacy of focus on SMBs</h3>A seasoned marketer, Laura has spent the last decade working almost exclusively with SMBs, particularly at companies committed to servicing that market tier. As Chief Revenue and Marketing Officer at <a target="_blank" href="https://www.linkedin.com/company/kabbage-american-express/">Kabbage</a> – an SMB-focused financial platform under the AMEX umbrella – she helped small businesses simplify cash flow management with a portfolio of digital solutions. What Laura loves most about this segment is guiding small businesses through key challenges and helping them achieve success. This centers around demystifying complexity, so a business owner can focus on what really matters. That passion continues to drive her work at Constant Contact.“Whether it's marketing, setting up an LLC, or needing a line of credit, it's not why they got into the world of small business,” she explained. “So how do we build a product or service that can help someone who may not be an expert in a field to be really effective?”In the case of digital marketing, this has never been more apropos. Most people know how to use basic email. But scaling that into campaigns and integrated programs? That can be far more complicated for less tech-savvy entrepreneurs.  <hr /><h4 style="text-align:center">"Whether it's marketing, setting up an LLC, or needing a line of credit, it's not why they got into the world of small business. So how do we build a product or service that can help someone who may not be an expert in a field to be really effective?”</h4><hr /> This is where Constant Contact shines: enabling small businesses to harness the potential of digital marketing with ease. Email is certainly a big part of it, but the company’s expanded ecosystem of services helps SMBs reach customers in new and exciting ways.“Constant Contact is a digital marketing platform,” she said. “We lead with email, but that's sort of the ‘entry’ point if you will, and we can we really work to combine your marketing across all channels – email, social marketing, SMS – where you can engage in building relationships with your customers.”While the focus on SMBs is crystal clear, I asked Laura about the enterprise side of the ledger. After all, many large businesses use Constant Contact as the email layer of a composable stack. In some cases, they might have “grown up” with the technology and never left – but in most cases, it’s a testament to the ease of use and effectiveness of the platform.“We absolutely have some bigger customers that are enterprise-level or mid-market,” she explained. “But we’re solely focused on [providing] SMBs a marketing platform that’s easy to use and grow with. If you're a solopreneur, or just starting out, it should be simple to send emails and texts, post on social media, and even integrate your <a target="_blank" href="https://cmscritic.com/products/shopify">Shopify</a>, <a target="_blank" href="https://cmscritic.com/products/woocommerce">WooCommerce</a>, and <a target="_blank" href="https://cmscritic.com/products/bigcommerce">BigCommerce</a> – all in one place. As you get more sophisticated, we have packages that allow you to do more, like segmenting your audiences and setting up custom automations to track revenue from your emails.”<h3>Making integrations easier </h3>Going deeper around the commerce layer, I asked Laura how easy it is to connect shopping carts from third-party platforms with Constant Contact’s email capabilities. Turns out there’s a lot more functionality under the hood, including some personalization features that are simple yet slick. “It's pretty easy to integrate shopping carts,” she explained. “Customers from your e-commerce platform are populated into your email list, along with their history. So, if you only buy red sweaters, then I know I should only market red sweaters to you, or let you know when we have a sale on red sweaters. It lets you take that data.”And it is, in fact, really easy to make it all work. With over 6,000 integrations, Constant Contact offers a mega-library of connectors to a world of applications – many of which can be added with just a few clicks. <figure class="image image_resized" style="width:78.18%"><img src="https://cmscritic.com/ms-content/uploads/2023/11/image-1699389693858.png" alt="A screenshot of a computer

Description automatically generated" /></figure> In the case of Shopify, simple online documentation provides step-by-step instructions for getting it all flowing in no time flat.One of the biggest benefits of Constant Contact is the access to metrics and analytics. This has long been a core feature of the platform, providing users with details like delivery and open rates. But with a commerce integration like Shopify, you go beyond abandoned carts and see what an email produces in revenue and sales. As far as integrations go, commerce is just the tip of the iceberg. With a deep bench of best-of-breed tools at your disposal, there are even more opportunities for automation. “We have integrations with platforms like <a target="_blank" href="https://cmscritic.com/canva-button-gives-cms-users-integrated-graphic-design-tools-for-visual-content">Canva</a>,” Laura said. “So, if you have all your brand assets and design elements there, you can easily bring them into your emails or social posts. We’ve also integrated with <a target="_blank" href="https://vimeo.com/">Vimeo</a>, if you’re a video-heavy brand and want to feature that kind of content. And on the B2B side, we even have integrations with <a target="_blank" href="https://cmscritic.com/products/hubspot'">HubSpot</a> and other sales CRMs as well.”<h3>Security and privacy are job zero</h3>Short of sounding too macabre, the <a target="_blank" href="https://blog.hubspot.com/marketing/third-party-cookie-phase-out">death of third-party cookies</a> is wreaking havoc on marketers. Add in <a target="_blank" href="https://gdpr-info.eu/">GDPR</a>, <a target="_blank" href="https://en.wikipedia.org/wiki/California_Consumer_Privacy_Act">CCPA</a>, and other regulatory redlines, and businesses are under significant pressure to ensure data security and privacy. And with so much sinister email lurking around inboxes, trust is on the tip of everyone's tongue. I asked Laura how this critical relationship with trust has shaped Constant Contact’s posture in the market, and how they’re addressing bigger ticket security challenges – so small businesses don’t have to sweat it. “I'm so happy you asked me this, because nobody ever asks me this,” she said. “It’s who we are. Yes, we have the best delivery rates in the business to the inbox, but we also have the best ways to filter spam. We keep our IPs pristine. We make sure that your emails and communications get to the right inbox. It’s one of the primary pillars of our brand, what we stand for and really care about – and we do everything we can so the customer doesn't have to think about that.”Despite its best efforts, Laura reinforced that there are always limits, and both Google and Yahoo are constantly changing the rules that govern customer data. This is where Constant Contact’s commitment to the customer relationship – to trust – really comes in.“We work with our customers to ensure they're compliant and that their emails continue to be delivered,” Laura reinforced. “It’s what we do. And if we need you to do something [on your end], we're going to walk you through it. We're going to make it as easy as possible. And we're going to make sure it's impactful to your business.”<h3>AI is an ingredient, not a feature</h3>As I relayed to Laura, I feel a bit more like an AI Critic these days. The impact of artificial intelligence on the digital experience economy is undeniable, and Constant Contact – like its peers – has been working diligently to harness its potential.Of course, generative AI has obvious applications for an email platform. After all, it’s digital marketers and content creators writing subject lines and body copy. But when you think about the average small business user, the power of AI can take on a whole new dimension of value, even if they’re unfamiliar or intimidated by tools like <a target="_blank" href="https://openai.com/">ChatGPT</a>.  When I finally broached everyone’s soup du jour of 2023, it was apropos to hear Laura serve up Constant Contact’s AI strategy in a perfect dish. “We try not to market it so much,” she relayed. “AI is an ingredient, not a feature. Right? It's the how, not the what. Yes, it's AI that's powering this feature or that feature, but let's talk about the feature itself and how it benefits the customer, and try and keep the lingo to the side.” As Laura described, Constant Contact is using AI in a lot of places. While the latest innovations have included tools like a content generator, she was quick to point out that this isn't the company’s first “AI rodeo.”“We have an internal spam filter that’s 100% built with AI and machine learning," she said. "We've been using AI in our own tools that the customer may never see, but it’s making them more successful.”Laura pointed out that while everyone across the digital marketing category is offering some manner of content generation, Constant Contact is leveraging a “treasure trove” of history to pull from, allowing them to determine what's most effective. This gives users more relevant ideas and suggestions for overcoming writer’s block and creating more compelling email and marketing content.  <h3>Using Constant Contact's AI Content Generator</h3>When it comes to AI features in <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">CMS</a>, DXP, and digital marketing platforms, I’ve experienced almost everything at this point – from <a target="_blank" href="https://www.canva.com/magic-write/">Canva’s Magic Write</a> to <a target="_blank" href="https://cmscritic.com/kontent-ai-pioneers-native-ai-in-headless-cms-interview-with-vojtech-boril">Kontent.ai’s native gen AI features</a>. Without question, Constant Contact's is one of the simplest. First and foremost, the interface is incredibly clean and lightweight. No frills, and definitely no complexity. While that might seem less robust, it's designed to be intuitive to the small business user – and as such, only prompts for basic announcements in a single input field. During a self-propelled demo, I added my own text blurb about an Italian restaurant running a special (it was lunchtime, what can I say?) and in seconds, it rendered some clever email text. It was short, and needed a bit of tweaking, but I was able to manually edit at the next step. I also tried the fully formatted email template as an option, and sure enough, I was served a basic structure ready to be customized with logos and other attributes. Once approved, I was able to add it to my email workflow and schedule my campaign. <figure class="image image_resized" style="width:80.64%"><img src="https://cmscritic.com/ms-content/uploads/2023/11/image.png" /></figure> “I think there's real power in solving that blank piece of paper problem,” she said. “Imagine a small business owner, and maybe their first job isn’t marketing. They might stare at a blank email with no direction. We just had a great quote from a customer who runs a farm stand, and they said, ‘Oh my god, you guys tell me 45 different ways to say come to my farm stand on Saturday.’ I laughed, but you know, that help is huge.”Laura shared a bit more about the roadmap and where AI is being focused now and in the future. A big part of the strategy is to continue enhancing Constant Contact’s <a target="_blank" href="https://www.constantcontact.com/features/ai-marketing">automation</a> and segmentation, particularly around connection points with other ecosystems like social media. “Maybe you buy an ad on Facebook,” she explained, “and you want to send a text two minutes before and see exactly what recommended actions are the next step based on your history of what's been successful and driven the most response and revenue.”Those are smart applications for AI, all supporting the delivery of the right message at the right time to the right customer through the right channel.<h3>Constantly seeking innovation</h3>I asked Laura what’s next for Constant Contact, specifically as the digital landscape becomes more complex. It’s worth noting that the company realigned its product offerings in the middle of 2023 – which she described as a really big move.  “There's a lot of exciting things coming down the pipe,” she said. “We have new features and functionality, and it's all focused on helping our customers grow, whatever that means for them. And it’s making tools like email easier to use, and then really building on that marketing platform to get them to the next level, helping them get closer to their customers and market more effectively.”To help deliver on that mission, the company has made several strategic acquisitions to help complete its market vision. This includes <a target="_blank" href="https://sharpspring.com/">SharpSpring</a>, a provider of sales automation and CRM software. The added channel of capabilities has helped Constant Contact capture greater market share and enhance its stack of product offerings. As far as advancing its global footprint and enriching brand awareness, the company also purchased <a target="_blank" href="https://www.vision6.com/">Vision6</a> – an Australian-based email and SMS marketing platform – providing a gateway to that market. There’s no question that AI is influencing the roadmap for this long-standing brand. But as Laura described, these new technologies are simply how Constant Contact delivers success for SMBs. The why and the what is all about translating the value for the customer.“You can't turn on the news or watch a TV show without hearing about AI,” she said. “Our customers are curious, but we can't just say, ‘hey, use our AI feature’ because they don't know what that means. Small businesses are people, so we’re putting AI in context for them.”These days, we could all use a dose of AI context. Thankfully, Constant Contact is getting the right message to our collective inbox.

Constant Contact Delivers Beyond Email, Adds AI and Automation Features to Power SMB Success

In a recent interview, I invoked the original Star Wars film as a thematic backdrop. It seemed an apropos analogy for exploring the galactic frontier of composable – and, hopefully, <a target="_blank" href="https://www.cmscritic.com/the-heros-journey-to-composable-a-conversation-with-uniforms-mark-demeny/">made for a fun read</a>.Now, at great risk of crossing my sci-fi streams, I’m going to channel Star Trek.I know, I know. What is he thinking? These are distinct mythologies, each with a fiercely devoted fan base. But rest assured, my goal isn’t to stir up debate over <a target="_blank" href="https://www.digitaltrends.com/movies/star-wars-vs-star-trek-which-one-is-better/">which is better</a> – I’ll leave that to you. Think of me as Switzerland… if it was a planet in the Dagobah system.So why am I doing this?Because every time I read the words “content federation,” I can’t help but think of Star Trek’s unmistakable “United Federation of Planets.” Key to the franchise canon, this futuristic authority has unified species and cultures across the expanse, enabling a utopian coexistence built on collaborative exploration and the betterment of humanity.In so many ways, this mirrors the mission of <a target="_blank" href="https://www.cmscritic.com/graphcms-rebrands-to-hygraph-launches-new-federated-content-platform/">Hygraph</a> – a headless CMS designed for the purpose and promise of content federation. Its captain, <a target="_blank" href="https://www.cmscritic.com/critics/michael-lukaszczyk/">Michael Lukaszczyk</a>, is seeking out ways to chart this frontier by uniting content data from different sources with one universal API.It’s not science fiction. Much like Star Trek’s Federation, Hygraph is pioneering a new quadrant of headless space as the first “Federated Content Platform,” ushering in a new reality for content management. It’s a strange new world where a headless platform is both frontend and backend agnostic, and data can be joined across multiple sources using a single <a target="_blank" href="https://graphql.org/">GraphQL</a> query.With so much change and commoditization in the headless category, I connected with Michael to learn more about the benefits of Content Federation, why he’s betting the future on it, and how it's powering the warp drive behind Hygraph’s market acceleration.<h2>A digital experience explorer</h2>For some DX professionals, the path to a platform is often incongruous. But for Michael, it seemed his destiny was always in the stars.Joining me from his home base in Germany, about an hour north of Frankfurt, he chronicled his origin story. At age 11, he was already adopting the mantle of a digital wunderkind, building websites for friends and family. He pursued this passion at the university level, studying abroad in Spain and Sweden.After completing his master’s degree, he began his career at a company called <a target="_blank" href="https://www.canto.com/">Canto</a>, a digital asset management (DAM) vendor. While challenging, it wasn’t entirely his cup of early grey tea.“I was in professional services, but I didn’t enjoy it,” he confessed unabashedly. “I was building integrations, but I always wanted to work on the core product and in distribution.”It was at Canto in 2015 that Michael met <a target="_blank" href="https://www.linkedin.com/in/daniel-winter-403059118/">Daniel Winter</a>. The two would become thick as thieves – much like Kirk and Spock – sharing a common sentiment on architecting and delivering software. By early 2016, the pair had already built a prototype for their own DAM solution.“But then, on a Friday night,” Michael recalled vividly, as if only yesterday, “I was scrolling through my Twitter feed before going to sleep, and I stumbled onto a post called <a target="_blank" href="https://css-tricks.com/what-is-a-headless-cms/">‘What is a Headless CMS’</a> by Chris Coyier from CSS Tricks. I didn’t know what a headless CMS was. No one did [in those days]. But as I read the post, I was impressed.”As Michael shared, the durability and sustainability of the headless CMS product model is what really appealed to him. “Whatever comes next in terms of digital channels, wherever you want to distribute your content to – AR, VR – you’re already set. Headless lets you build a sustainable content strategy.”After sharing the article with Daniel, they took a risk and pivoted from DAM to headless CMS, with one unique etch: the introduction of <a target="_blank" href="https://graphql.org/">GraphQL,</a> a new query language for APIs. They had already been experimenting with it in their DAM prototype and knew its potential for improving the developer experience. The rest, as they say, is history.“The next day, we started to build the first GraphQL native CMS out there,” he said. “[We introduced] the product in early 2017, got some angel funding, and grew to a company of 90 people across the globe, from San Francisco to Manila.”What followed can only be described as a meteoric rise. After an initial raise of $13 million, the company closed on a <a target="_blank" href="https://www.cmscritic.com/hygraph-secures-30-million-in-series-b-funding/">Series B of $30 million</a> in March of this year. They christened the vessel “GraphCMS,” but later rebranded to “Hygraph” to avoid any confusion or biases around page-building capabilities or publishing workflows. It also sounds cool and futuristic – exactly where the company wants to be. <h2>The voyage from headless CMS to federated content platform</h2>Over the last few years, Michael and his team have been chasing the answer to a very simple question: what will the next generation of CMS actually look like?As you might guess, that question isn’t so simple to answer. The evolution of CMS has been a long one – and with the explosion of the device ecosystem, things changed significantly. Demands shifted from a single web channel to multiple channels. This paradigm gave rise to the headless CMS, rendering the CMS frontend agnostic and turning it into a one-to-many relationship of content sources and destinations.<img src="https://cmscritic.com/ms-content/uploads/2023/08/hygraph-diagram-1024x432.png" alt="Hygraph diagram of content federation evolution" />“What we launched last year – what we call the federated content platform – is turning the promise of the headless CMS around,” he said. “Now, it’s not just frontend agnostic, but also backend agnostic, meaning you can source the content and data that lives in your backend stack on the other side of the API.”Bottom line: Hygraph has transformed the headless CMS from one-to-many to many-to-many across content sources and destinations. Developers and product builders can turn all backend systems into one universal API, allowing users on the frontend to work in any way with their data.This plays directly into the concept of federation. As Michael pointed out, the term originated in the GraphQL community, with the basic idea of merging multiple APIs together in a sort of “Super API” (powered by dilithium crystals?)“It was a very easy progression to being a GraphQL headless CMS to adding federation capabilities to the mix,” he added. “We were already so strong on GraphQL that it just made sense.”I asked Michael what else was driving this change, aside from the obvious. That brought us back to the core question about the next generation of CMS, and a key word: composable.<hr /><h4 style="text-align:center">We’re adapting to a new reality where content and data aren’t residing in one source anymore... content federation is content management for a new reality.</h4><hr />“We’re adapting to a new reality where content and data aren’t residing in one source anymore,” he professed. “The typical stack now is modular. With composability, the monolith is going away, and companies are establishing more modular architectures in their tech stack and picking the best tool for the job.”While building so-called “best-of-breed” stacks sounds great, composable has its share of side effects. As Michael reinforced, things aren’t integrated as tightly, and this can cause huge problems and delays. Enterprises are left tending to these integrations, and man… it’s hard.“Before content federation, the biggest challenge we saw was building middleware,” he said. “It’s really expensive and painful to develop. You have to design, maintain, authorize, secure, make fast, wire up with CDNs. Each time there’s a new component or system coming in or new business requirement, you have to adapt the code base. It’s an innovation bottleneck.”This is where Hygraph fires its photon torpedoes to eliminate that bottleneck, allowing you to configure all your systems downstream and easily tap all content sources and destinations with a single API. It solves the customization and integration challenges that hold back innovation or slow time to market.As Michael punctuated, “Content federation is content management for a new reality.” And it certainly feels like a Star Trek-level next generation of headless CMS.<h2>Charting the composable frontier</h2>Hygraph is a member of the <a target="_blank" href="https://machalliance.org/members">MACH Alliance</a>, a not-for-profit organization focused on open, best-of-breed technology ecosystems – and the defacto voice of the composable movement. As I shared in <a target="_blank" href="https://www.cmscritic.com/mach-two-conference-wrap-six-takeaways-from-the-composable-event-of-the-year/">previous posts</a>, I had the opportunity to judge entries in the MACH Two Impact Awards this past June.During our conversation, I shared with Michael how inspiring and intimidating some of the project examples were. The system integrators behind these transformations were creative and ambitious. In some cases, the resulting stacks felt a bit like Frankenstein’s monster coming to life – miraculous, but potentially scary. Could content federation help change this?“I actually think Frankenstein is a good term for it,” he replied. “What led us to content federation is that we would see the integration requirements and what kinds of Frankensteins [our customers] would build. One reason why it’s hard to maintain is that very often, the people who can build these Frankensteins can be strong characters – very experienced enterprise architects. There’s a human factor, and there can be a lot of arguing about how things are built.”The human factor. Of course. One of the biggest risks to the success of a modular, composable architecture is the mindset – which, by its very nature, is about people and processes. Larger organizations have the resources to support both, but I wondered if Hygraph might be looking downstream as it removes many of the challenges from going composable.“We want to make complex architectures feasible, not just possible,” he said. “Even for the mid-market. A lot of vendors in the MACH space address [that segment], so there has to be some way to get those technologies together more easily.”<h2>A warp engine for content-rich applications</h2>In the expanding universe of digital experiences, content is fueling opportunity – hence the continued explosion of CMS, DXP, and other technologies in the ecosystem. Some estimates put the market potential at over <a target="_blank" href="https://www.globenewswire.com/news-release/2019/04/11/1802414/0/en/Global-Content-Management-Software-Market-Will-Reach-USD-123-500-Million-By-2026-Zion-Market-Research.html">$123 billion by 2026</a>, with a CAGR of 17 percent.At the same time, the headless CMS market is approaching a Neutral Zone of commoditization, with composable forcing greater downward pressure on price and parity. Most platforms provide similar functionality, and some are feeling the pinch to add new features that challenge their MACH posture as pure-play composable solutions.I asked Michael what gives Hygraph an edge in this battle.“A lot of CMS vendors focus on websites and marketing personas. But we’ve built powerful capabilities that have attracted different kinds of use cases to our platform, the kind that we were surprised to see a CMS being used for and not a database.”Michael referred to these as content-rich applications, where the content itself is the main asset of the product being sold. Like Netflix for streaming movies or Peloton for workout classes, content creators only need tools to maintain those experiences. In these cases, it’s not marketers using Hygraph, but domain experts that don’t require page builders or WYSIWYGs.On the channel side, Hygraph is partnering with SIs and collaborating with other MACH vendors to build deeper API-based integrations. While much of this attention is focused on enterprise, there’s some solid mid-market in the mix, where it’s easier to find early adopters of their technology. Regardless, organizations stand to gain significant benefits from content federation.“It can help consolidate the legacy stack within an organization,” he explained. “You integrate all the services under the hood, and you get a fresh façade, like a renovation for all the APIs you have. All of a sudden, a company can attract better developers because they can work with modern tools. If you want top talent, you have to keep iterating.”Content-rich applications are one dimension. Enterprises are also wrestling with multiple CMSes under on roof. “We’ve seen enterprises have as many CMSes as teams or divisions, and they need to stay there for a couple of years. Content federation is enabling this to work, making it easy to consolidate and build new digital experiences.”<h2>Phasers locked on growth</h2>As Michael noted, the biggest challenge to growth in composable is that no one knows how to Google the problem they have. It’s a bit like being trapped on an alien planet with no universal translator.“Headless CMS is mature, and people are aware, but we are so early with composability and building the tooling that a lot of education still needs to happen,” he proclaimed. “I’m happy the MACH Alliance is around, as it’s a joint effort to educate and position to other vendors. It’s the category creation process that needs to be innovated.”For Michael, the role of the MACH Alliance can’t be understated. I recall <a target="_blank" href="https://www.linkedin.com/in/kellygoetsch/">Kelly Goetsch</a>, one of its co-founders, saying that if the Alliance does its job, it might become less necessary in the future. That said, the rise of new certifications brings greater certainty and confidence to technology buyers.Michael said he wouldn’t be surprised if the MACH Alliance became a marketplace to bundle those services under one umbrella. Driving that belief is the challenge of procurement.“With monolithic vendors, you have all the tools with one vendor, one renewal process, one customer success manager. In a composable stack, you have ten solutions you have to deal with ten times a year. At some point, market consolidation may happen – and the MACH Alliance might be in the best spot to do this.”There are a lot of challenging headwinds, to be sure. Composable is growing, perhaps more in Europe right now, but I asked Michael how his approach to growth as a leader is setting Hygraph up for success.“It’s challenging economically, but we’re still growing at a good pace,” he said confidently. “We’ve built four strong pillars of growth: product-led strategy, a good sales team and quotient, the right ecosystem partners, and a commitment to customer success – so our customers buy again. It’s important to go the extra mile to make sure they implement successfully. Otherwise, after three or four months, it’s a safe churn.”<h2>Scotty, beam me up…</h2>Whether you’re a Star Trek fan or not (and really, who isn't?), you can’t argue its impact on pop culture. Content federation might be on a similar trajectory within the CMS industry as it evolves the composable landscape.  As Michael reflected on our conversation, he returned to that tipping point of opportunity and the importance of having a solid vision and a good story to pitch. “Innovation and differentiation are so important. If we hadn’t pivoted to GraphCMS, we wouldn’t be here. Everyone told me not to go fundraise for a Series B, but the whole process took 90 days to being at the notary and signing the round. A differentiated, unique story is incredibly important in that aspect.”I asked what’s ahead for Hygraph as 2023 warps toward a new year. I also inquired about AI, as peer platforms continue to add functionality to their toolsets.“We’re very focused on federation and larger releases, but what we see with a lot of vendors is that they’re wrapping ChatGPT around a UI plugin and giving you ChatGPT tools in their CMS. Is there a real value add? In reality, you can say you’re a CMS with AI capabilities, but you’re just copying and pasting from ChatGPT with better integration.”Michael suggested there are stronger use cases for AI in content management. For example, in the future, companies may be able to define schema and allow AI to build out the rest of an application – reducing the fail rate for software projects. There are clearly boundless opportunities for automation that still put users in control.As Hygraph continues to explore the DX galaxy under Michael's leadership, it’s clear that content federation is the prime directive. It’s the kind of innovation that could very well shape the next generation of content management and drive significant growth.I’m betting it will live long and prosper.

Content Management for a New Reality: A Conversation with Hygraph CEO Michael Lukaszczyk

CMS Kickoff 25

Find out at CMS Kickoff '25, January 14-15 in St. Petersburg, Florida. Seats are limited.

Where is CMS headed in 2025?

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The Hero’s Journey to Composable: A Conversation with Uniform’s Mark Demeny

Highlights:
<ul>
<li>Christine Masters is driving product management for Contentstack's AI roadmap</li>
<li>The company's new AI Assistant offers generative content capabilities powered by ChatGPT</li>
<li>Contentstack’s AI approach is helping to mitigate concerns like data privacy</li>
<li>The combination of AI Assistant and Automation Hub delivers unique advantages</li>
</ul>
<hr />
 
Artificial Intelligence has long been a popular trope in the sci-fi genre. Most of us could rattle off a string of films about machines gone amuck, from 2001: A Space Odyssey to Ex Machina.
The stories are almost always identical: Humans create AI. The world marvels at its promise. People check out. AI becomes self-aware and decides humans need to be exterminated. Epic battles ensue.
And it’s all downhill from there.
While advancements in real-world AI have been profound, they’re a far cry from the popcorn pop-culture dystopias we see in the movies. Sure, there’s trepidation, but no threat of total machine domination (we hope). And AI models like <a href="https://openai.com/chatgpt" target="_blank">ChatGPT</a> – which has captured the moment's zeitgeist – are already proving their value in multiple use cases. 
Generally speaking, the AI features being added to CMS platforms show promise, not peril. At the same time, they’re fraught with challenges – and if there’s one Schwarzenegger-level threat suffering from a bit of time dilation, it might be the customer experience. Compounded by pressure to seize the opportunity and a need to remain in competitive lockstep, many AI features have been rushed to market at hyperbolic speed.
But what makes them different? And are they really delivering value? That depends a lot on how a user creates content in a CMS.
When I was in Europe last month, I met with <a href="https://www.linkedin.com/in/nehasampat/" target="_blank">Neha Sampat</a>, <a href="https://www.linkedin.com/in/conoregan/" target="_blank">Conor Egan</a>, and <a href="https://www.linkedin.com/in/susancbeermann/" target="_blank">Susan Beerman</a> – the leadership team at Contentstack. One of the discussion topics was Contentstack's new AI Assistant, which I had previewed and found quite compelling. I wanted to dive deeper, so they sent me to the source: Senior Product Manager <a href="https://www.linkedin.com/in/masters/" target="_blank">Christine Masters</a>.
Christine’s bailiwick is Emerging Products, where she’s working on the front line of innovation. Her months-long mission to launch Contentstack’s new AI features has yielded dynamite results, and she gave me a guided tour. We also talked about the big challenges the market is wrestling with, and how Contentstack's approach to generative AI – from content to code – is supercharging their composable DXP.
<h2>Mastering product management</h2>
Christine joined me on Zoom from her home in Iowa – an easterly track from her California roots, but a more temperate 80 degrees on an otherwise sweltering summer day.
“I remember 119 degrees,” she reminisced. It’s worth noting that the <a href="https://www.pbs.org/newshour/nation/californias-death-valley-sizzles-near-record-temperatures-as-brutal-heat-wave-continues#:~:text=The%20hottest%20temperature%20ever%20recorded,as%20keeper%20of%20world%20records." target="_blank">record in Death Valley</a> is 134, which makes 80 sound downright cool.
And cool is precisely the right word for Christine. She's easygoing, confident, and genuinely passionate about her work. From an experience perspective, she's a fluent industry stalwart that’s seen the evolution of content into the digital realm, starting in print at a newspaper in Fort Wayne, Indiana – where she used tools like QuarkXPress.
After operational roles in media, she managed CMS platforms at BLOX Digital, focusing on digital transformation for media applications in cloud and SaaS. She later became a senior director of core platforms, where she conducted focus groups to help build better CMS experiences.
Coming from a more traditional monolithic CMS background, Christine brings an unmatched perspective to her work in Emerging Products, specifically with Contentstack’s new AI features. The company <a href="https://demandgenreport.com/features/news-briefs/contentstack-adds-openai-chatgpt-integration-to-its-platform" target="_blank">announced</a> its ChatGPT integration in late March, relatively early in the hype cycle.
The new AI initiative was ambitious, enabling in-line user extensions that assist in creating brand-specific content in seconds. The stated capabilities were simple but powerful: editors would be able to quickly publish summaries, outlines, metadata descriptions, keyword-optimized blogs, and more – all by using prompts. But that was just the beginning.
In April, Contentstack <a href="https://community.contentstack.com/podcast-media-and-more-81/introducing-contentstack-live-383" target="_blank">hosted a webinar</a> introducing its ChatGPT connector and the future of AI-driven composability. The messaging established that the company sees AI and automation technologies touching virtually all facets of the digital experience stack – transforming content creation, code development, and asset creation.
Quite a charter, and one that will keep Christine busy for some time to come.
<h2>Understanding customer concerns with AI </h2>
Death by PowerPoint is a common fatality in the tech world, but Christine offered a single yet poignant slide before diving into the demo – one that crystallized the key challenges most companies face when considering AI. This educational entry point has become common for her.
“We’ve had a ton of interest, but a lot of concerns as well,” she said. “Many companies are asking, what should we be doing with AI? I’ve been on maybe 30 or 40 calls not just consulting, but talking and listening to their concerns. Some people are much more AI-friendly, and some are very nervous. There’s kind of this fear that when we let ChatGPT in, it’s going to suck up all our data to learn things and use it elsewhere, even with my competition.”
It’s a real concern – and one I’ve heard repeatedly from platforms and users. Will my company’s proprietary content become fodder for the training model? Or will <a href="https://www.aljazeera.com/news/2023/3/23/chatgpt" target="_blank">another bug</a> allow my competitors to see my chat sessions?  
I asked Christine how Contentstack is assuaging these fears. She quickly pointed out that their new service taps the ChatGPT API, but none of the data is being trained by the broader model. Additionally, only prompt data is stored for troubleshooting purposes and cleared out after 30 days. All of these tactics meet <a href="https://gdpr.eu/" target="_blank">GDPR compliance</a>, providing greater assurance around data privacy.
<hr />
<h4>"You need to make sure you have humans at the right step, particularly if it’s content created from scratch."</h4>
<hr />
That said, OpenAI has become a powerhouse tech company with more than 100 million users, making it a prime target for hacking. Last month, <a href="https://mashable.com/article/chatgpt-stolen-accounts-passwords-dark-web" target="_blank">Group-IB reported</a> that thousands of ChatGPT login credentials were leaked to the Dark Web, forcing Google and other companies to warn employees not to add sensitive information to the large language model. Contentstack addresses some of these risks with a combination of optimization and policy.
Accuracy is another blocker, and ChatGPT’s well-documented <a href="https://www.securityweek.com/chatgpt-hallucinations-can-be-exploited-to-distribute-malicious-code-packages/#:~:text=The%20issue%20is%20related%20to,information%20that%20may%20look%20plausible." target="_blank">hallucinations</a> have caused significant challenges to trust. “Sometimes it sounds very convincing, but it’s a total lie,” Christine added. “You need to make sure you have humans at the right step, particularly if it’s content created from scratch.”
Given this, Christine focuses on the use cases where ChatGPT excels, such as creating short summaries from longer-form content or extracting keywords. “We’ve been doing things like this for years now, so it’s become table stakes,” she said, noting that AWS has been making AI scalable for quite some time with products like <a href="https://docs.aws.amazon.com/managedservices/latest/userguide/rekognition.html" target="_blank">Amazon Rekognition</a>.  
But what is novel are the prompts being used to simplify and execute – and how Contentstack is harnessing its automation capabilities to streamline AI at exactly the right places in the content creation experience.
“That’s where we’re coming from with these products,” she punctuated.
<h2>Conjuring content with AI Assistant </h2>
Contentstack’s ChatGPT integration has two main products it intersects with: AI Assistant and Automation Hub. The combination of the two provides a unique ecosystem of capabilities that enriches the generative creation of content and the automation and streamlining of its entire AI workflow.  
As Christine pointed out, an important distinction with the AI Assistant is its nature as an app in Contentstack’s composable ecosystem. I knew other platforms had instrumented their AI with a more coupled architecture, so I asked her to elaborate on the advantages.
“One really great thing about our CMS is the extensibility,” she explained. “You can build your own apps and modules to extend the capabilities through a marketplace approach. With monolithic CMS platforms, you might keep adding features – but after ten years, it gets bloated and filled with toggles. By extending CMS through apps, you can keep it agile and lean.”
With the AI Assistant being an app, Christine began her demo in the most logical place: the installation process. This is critical, as users can choose to connect ChatGPT using their own API keys, or use Contentstack – which is free. In either case, the whole piece is painless.
<img src="https://cmscritic.com/ms-content/uploads/2023/07/contentstack-screen-installation-1024x727.jpg" alt="Contentstack screen showing the installation process" />
Inside the tool, there are lots of pre-configured features that allow you to build prompts for almost anything. You can add a pre-defined set of icons that conform with your brand standards or build custom prompts aligned with your organization’s content style. (Sidenote: <a href="https://learnprompting.org/" target="_blank">prompt engineering courses</a> have now emerged to help assist users with this new skill. Go figure.)
In Contentstack’s AI, the prompts can get very granular. For example, a customer can enter explicit instructions like when to use associated trademarks or which competitor should never be mentioned. 
From a UI perspective, the AI Assistant “lives” where the content writer creates new entries, enhancing the experience without disrupting the editorial flow. The whole experience is lightweight and elegant, and reflects thoughtful analysis of where the elements should co-exist. Users can interface with the tool via custom actions already configured for spelling and grammar, then add functions to write summaries, extract keywords, and even provide translations. 
As Christine pointed out, writers and editors aren’t typically creating content from scratch with AI. In most cases, they use it to augment their writing in different ways.
“As a quick example, let’s say I want to write a blog post about something,” she said. “You can use our pre-built Idea Generator to create ideas and use custom prompts to be in the tone and voice of your brand. Most of the time, writers want ideas and outlines, so they have more control.”
<img src="https://cmscritic.com/ms-content/uploads/2023/07/contentstack-screen-ai-ideas-1-1024x747.jpg" alt="Contentstack screen showing the AI idea prompt." />
From a success standpoint, Christine offered some experience-based advice about prompting, explaining how the assistant can produce better and more accurate results when properly fed. This includes prompt curation around overused terms that might seem cliché or incompatible with a brand’s voice.
“You might tell ChatGPT to ‘make it more exciting’ and it returns words and phrases like ‘trailblazing’ or ‘revolutionary.’ Everything can start to sound the same. ‘In the realm of digital experiences’ is another example that you see out there. These would be my guidelines for what not to use.”
Looking at the prompt capabilities, I asked if there was a plan to make the customizations more repeatable and sharable. Christine said that’s on the roadmap – along with other features.
“We really want to make sure that we’re providing something very useful for our customers they can actually use.”
<h2>Adding some magic with Automation Hub</h2>
The 1-2 punch of Contentstack’s AI offering is the unique combo of AI Assistant and <a href="https://www.contentstack.com/automation-hub/?creative=650999267431&amp;keyword=contentstack%20automation%20hub&amp;matchtype=p&amp;network=g&amp;device=c&amp;campaign=19810684522&amp;adgroup=146523337843&amp;placement=&amp;utm_campaign=fy24-glob-dg-automation-hub-us-ca&amp;utm_medium=paid-search&amp;utm_source=google&amp;gclid=Cj0KCQjwwvilBhCFARIsADvYi7L-bNoQPTRPXR4ba5lah7uPBz6xovMlmKayTKrMh-G4nO9xaoVQ8XUaAuRDEALw_wcB" target="_blank">Automation Hub</a>.
If you’re unfamiliar with the service, it’s an existing feature of the Contentstack DXP that delivers an easy, no-code solution for streamlining business processes. It starts with a trigger or action and allows you to define a specific workflow using a graphical interface – which is incredibly lithe and intuitive. The tool is designed to help simplify the complexity of integrations and automate routine tasks. 
“Now [with Automation Hub], you can build up a series of automated steps with the ChatGPT connector, which brings in an automatic prompt trainer,” Christine described. “It’s a webhook with a trigger – like publishing a new article – and you build steps afterward that are API calls or snippets of code performing functionality.”
According to Christine, Automation Hub is ideal for applications like translations, where ChatGPT can be automatically tapped to return languages based on specific fields and requirements. ChatGPT does a decent job with translations, and there’s already broad market trust with third-party tools like <a href="https://www.weglot.com/" target="_blank">Weglot</a> that leverage AI.
<img src="https://cmscritic.com/ms-content/uploads/2023/07/contentstack-screen-translation-1024x749.jpg" alt="Contentstack screen showing translation with ChatGPT and Slack connector." />
In just a few minutes, she demonstrated how simple it is to activate the "ChatGPT for Translation" automation in the UI and configure both the connector and the associated actions. Once the translation was completed, we even added a step with Slack, automatically letting team members know the task was completed. Pretty slick. 
“Summaries, keywords, translations – if you do something a hundred times over and you never have to change it, this can take the place of people. But you always want a human in the loop knowing what’s going on.”
In an upcoming version, Christine mentioned that users will be able to add in multiple prompts, but also specific function calls via API or http connections. For example, ChatGPT could be harnessed to tap a stock or sports score database at 9 AM and send an email to a list of recipients in a pre-defined format.
“Text enhancement is really the starting point,” she said. “I can’t wait to get this into the hands of more users. I don’t think we’ve even started to think about the cool ideas they’ll be able to implement.”
<h2>What’s ahead for Contentstack and AI</h2>
We’ve been on the ChatGPT “hype train” for well over six months now. I asked Christine how the landscape is unfolding, particularly with similar offerings from other platforms. She agreed that competitors are driving AI in a commoditized direction, but that Contentstack’s app architecture – and its focus on streamlining and automating processes – is unique.  
So what’s driving that value quotient for customers in these early days?
“We’re seeing a lot of use with things like extracting keywords, tapping language translations,” she motioned, “but there are also cost savings when you consider replacing other tools for things like SEO optimization. And if you’re using our Contentstack API keys, it’s even free.”
Free is good, but will it last? Christine did suggest that large organizations will likely opt to use their own ChatGPT keys – and if more translation is required, costs may increase with the scaling token requirements. But it's clear that Contentstack sees its AI features as a value-add, and having a free entry point is a smart move to build adoption. 
Based on the demo, there’s ample room to streamline the clicks required within Contentstack's AI experience. This is where Automation Hub really sings, delivering both efficiency and control to users. As she noted, it’s the “boring” integrations – the undifferentiated heavy lifting – that Contentstack is endeavoring to supplant. By doing so, users can focus on building high-value, high-utility apps and experiences. You know... the cool stuff. 
“Whatever you trust AI to do, we can automate that,” she declared.  
<h2>Get started with AI Assistant</h2>
If you want to join Contentstack’s AI Assistant program, sign up by <a href="https://explore.contentstack.com/ai-assistant?utm_medium=internal_docs" target="_blank">filling out this form</a>. After agreeing to a few terms, you’ll receive a link to install the app – which, as mentioned, is currently free.
Christine said we can expect more announcements in the coming months. You can also check out Contentstack’s recent <a href="https://www.contentstack.com/docs/changelog/#ai-assistant-june-release-highlights" target="_blank">June release highlights</a> for current details.  
All challenges aside, the introduction of AI in CMS platforms has tremendous potential to improve productivity for content editors and developers. I’ve always contended that AI should stand for augmented intelligence, because it’s really about enhancing our creativity and productivity – not replacing it.
“Humans are great at the interesting things,” Christine observed.
Exactly. Like writing sci-fi scripts... about AI.

A Closer Look at Contentstack's AI Features with Christine Masters, Senior Product Manager

One of the biggest challenges with adopting <a href="https://machalliance.org/mach-technology" target="_blank">MACH</a> (Microservices, API-First, Cloud-Native SaaS, Headless) is understanding what you’re in for. After all, going composable and embracing MACH patterns and architectures is not for the faint of heart.
So if you’re seriously considering MACH, is your company prepared for what’s ahead? What resources will you require? And what does success look like?
To help answer some of these foundational questions, the <a href="https://www.cmscritic.com/mach-alliance-expands-advisory-board-launches-new-mach-book-resource/">MACH Alliance</a> – a not-for-profit group that advocates for open and best-of-breed enterprise technology ecosystems – has developed a new <a href="https://machalliance.org/mach-maturity-assessment" target="_blank">MACH Maturity Assessment Tool</a>. This five-minute "quiz" focuses on high-level business considerations instead of just the technical landscape, giving you a quick snapshot of your organization’s MACH readiness.
The online self-assessment provides a step-by-step Q&amp;A that scores your overall readiness to make the MACH shift. The questions focus on six key pillars: Strategy and Transformation, Organization and Governance, Process and Metrics, People and Culture, Technology and Architecture, and Business Intelligence.
I previously chatted with <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">Casper Rasmussen</a>, President of the MACH Alliance, to ask why this assessment tool is so important.
“What we set as an objective for 2023 is to help buyers make the right decisions,” he said. “We want to clarify the role of MACH and whom it’s for – and this tool plays a vital role in doing that. It allows an organization to gauge its readiness to adopt MACH, but it’s not a technology evaluation. This is a 360-degree view of the actual organizational aspects.”
It’s worth noting that MACH Alliance member Deloitte Digital led the development of this tool, along with a group of Alliance member volunteers and SI reps. The consortium included professionals from commercetools, Capgemini, Apply Digital, Orium, Vuestorefront, Big Commerce, Scaleflex, Vercel, talon.one, Cloudinary, Intive, Bold Commerce, Epam, and Valtech.
<h2>The six dimensions of a MACH-ready business</h2>
The Maturity Assessment questions align with what Casper described as six dimensions of a MACH-ready business – the same dimensions the Alliance has been consistently focused on.
But, as he points out, there’s always a journey element to MACH. Part of that transition is evaluating readiness, but it’s also identifying the gaps to help improve it.
“We’re not expecting companies to be perfect,” he clarified. “Not only do we score based on the answers that brands provide us, but we help them figure out, rectify, and actually improve across the dimensions that might be troublesome or problematic for them. This helps them navigate the journey they are about to embark on.”
The MACH Alliance also released a <a href="https://machalliance.org/thought-leadership/mach-maturity-assessment-whitepaper">white paper</a> covering the six pillars, which pair up to each self-assessment stage. Here’s a brief summary of each dimension:
<img src="https://cmscritic.com/ms-content/uploads/2023/07/mach-maturity-diagram-pillars-1024x757.png" alt="MACH Maturity Assessment Diagram" />
<ul>
<li>Strategy and Transformation: As an organization considers a MACH transformation, clearly understanding its business objectives is essential. This initial step of the assessment highlights where a MACH approach may be applicable based on an organization’s current view of transformation across domains and as a whole.</li>
<li>Organization and Governance: This assessment step focuses on the decision-making process and how organizations support rapid change cycles and integrate with multiple external suppliers. MACH may require a business to adapt its operating model or delegate governance around an agreed-upon set of principles. These practices are foundational to supporting an effective MACH transition.</li>
<li>Process and Metrics: As noted in the white paper, any approach to MACH will have “knock-on” effects to process and metrics to support a distributed system of smaller components. Organizations may need to adopt an Agile project management framework, new reporting to span multiple business domains, and business processes for procuring, provisioning, and onboarding external systems.</li>
<li>People and Culture: Having the right distribution of people and frictionless communication between teams is key to a successful MACH transition. These questions focus on an organization’s culture and dynamics, where empowering greater autonomy, collaboration, and personal ownership of decisions can drive success – along with the development of new digital skills.</li>
<li>Technology and Architecture: While the assessment focuses more on business considerations, technology is a cornerstone of MACH and plays a big role in the transition. These questions focus on the shift from large, multi-function systems to more granular components, assessing whether an organization’s engineers and architects are prepared for microservices, APIs, cloud-based systems, and decoupled services.</li>
<li>Business Intelligence: The final stage of the assessment is concerned with optics and KPIs. To achieve and maintain MACH, organizations require tools for analysis and visualization that enable data-driven decisions at technical, operational, and business levels. Also, business intelligence best practices encompass the role of advanced analytics, AI and machine learning, and near-real-time data transparency.</li>
</ul>
<h2>Taking the MACH Maturity Assessment</h2>
Like any objective knowledge-seeker, I took the MACH Maturity Assessment myself.
As billed, I spent just a few minutes from start to finish and found the experience clear, frictionless, and kind of fun. Each question was multiple choice (A/B/C), peppered with intuitive options that use words like “firepower” and “big bang.” This makes the flow easy and highly accessible to business users.
A few questions did meander into techspeak (CI/CD processes, APIs, etc.). As a cloud guy, I easily understood the concepts, but you can pause the assessment and even back up if there are any specific details you need to hunt down. Once completed, you can enter your email address and have the assessment sent to you (not a requirement, BTW).
The final report generates a slick performance chart that maps your maturity as Weak, Immature, Moderate, or Mature. I included mine below:
<img src="https://cmscritic.com/ms-content/uploads/2023/07/mach-maturity-performance-chart-1024x1018.png" alt="MACH Maturity Assessment diagam" />
I pulled a “Moderate” based on some of my answers, and was given a set of suggestions for improving my performance in the areas that required the most attention. For example, I was stronger in People and Culture but weaker in Business Intelligence – so the tool suggested I invest in improving my ability to track metrics across applications and experiences.
Again, this is a high-level snapshot, so not enough detail to prescribe specific solutions. But certainly enough to plan next steps.
Reviewing my results reminded me of how Casper framed success in our discussion. “The more we can emphasize the potential areas that will end up being problematic and really improve, the better,” he said. “Because it means brands are walking into it eyes wide open.”
<h2>MACHinating the journey ahead</h2>
If you’re considering a transition to MACH – and want an eye-opening experience – I would wholeheartedly recommend the MACH Maturity Assessment. It takes just a few minutes, but it’s a great place to start your journey.
You can access the tool online at <a href="https://machalliance.org/mach-maturity-assessment">https://machalliance.org/mach-maturity-assessment</a>

New MACH Alliance Maturity Assessment Tool Helps Organizations Evaluate Their MACH Readiness

There’s a little-known psychological condition called footballis doldrumus that affects millions of people each year.
This peculiar phenomenon strikes around mid-July – the “dog days,” as we say – causing North American football fans to incessantly pine for the pigskin. The hotter the summer, the more intense the craving. And this has been a hot one.
Symptoms include (but are not limited to): listing the season opener as a holiday on your Outlook calendar, leaving messages on refrigerator wipe boards that read “6 weeks left ‘til kickoff,” and waking up from a deep sleep and shouting first and ten for no apparent reason.
It’s a sinister malady that Joel Varty is undoubtedly familiar with, given his own experience on the field. When we met in New York City this past May, he told me about his son’s goal of playing football at the collegiate level, and perhaps one day in the NFL. I learned later that Joel played during college, and has a passion for coaching. 
As a victim myself of footballis doldrumus, talking with Joel was a bit like a support group on multiple levels. I resisted any mention of Tom Brady for fear of getting too off-topic (or sounding like an insipid fanboy), and we focused instead on the real-world challenges impacting the content management game.
In his role as Chief Technology Officer at <a href="https://www.cmscritic.com/agility-cms-introduces-simplified-pricing-tiers-for-headless-content-management/">Agility</a> – <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">a headless CMS</a> – Joel is facing a deep bench of competitors with similar strengths on the field. As many platform features become commoditized, executing the right plays to differentiate is essential to win.
When I learned that Agility was releasing new updates to its UI, I caught up with Joel to learn more about his company’s strategy and get his perspective on the marketplace. We talked about how composable is changing the game, why trust is critical to customer experience, and how he’s quarterbacking his own way to victory.
<h2>Coaching the long game in CMS </h2>
Like most content management veterans, Joel’s path to product was circuitous. While playing football at the <a href="https://www.uoguelph.ca/" target="_blank">University of Guelph</a> in Ontario, he parlayed a love of prose into programming and graduated with honors in English and Computer Science.
It’s not an uncommon story in the development world. Some of the best coders I’ve ever worked with started analyzing James Joyce before JavaScript.
Guelph is also where Agility’s CEO, <a href="https://www.linkedin.com/in/jonvoigt/">Jon Voigt</a>, attended – and the two have been teaming up ever since. They both endured the rise and fall of the dot.com era, and that lead to a stint of website consulting gigs that encompassed the buildout of their own CMS.
“[I think] everyone has said, ‘hey, I can build my own CMS’ at some point,” he recalls with laughter. “We started ours around 2005 and kept doing it because we really like working together. But by 2017, we decided we didn’t want to build websites anymore – we just wanted to build a CMS, and we think headless CMS is the way to go.”
Joel also said that one of the catalysts for this shift in priorities was the maturity of the Agility CMS itself. Not only was it stable and trusted at a foundational level, but it now had enough customers running on it to make financial sense. As a totally bootstrapped company with solid profitability, they were able to sell off some of their existing contracts in 2018 and go all-in on the CMS.
<hr />
<h4>“I think where Agility shines isn't in a specific vertical market. It's with folks who have complex, unique needs – and you have to approach those in a special way. We love to teach our partners how to do that.”</h4>
<hr />
“It was really hard to let go,” Joel admitted. “Giving [our business] to partners was a double-edged sword, but it was great to stop competing with our partners. We were always the first party vendor building stuff, so we didn't feel it was fair to have a product we have an upper hand with.”
I asked Joel how they made the transition successful, particularly around client care. I’ve heard this projects-to-products story many times, but the failures often come from a lack of top-down leadership and cultural investment – like a self-inflicted form of pass interference. 
“We actually looked at our core values as a company, and really focused on teaching,” he said, “so we took the lessons we’ve learned and started teaching our partners how to do things. I think where Agility shines isn't in a specific vertical market. It's with folks who have complex, unique needs – and you have to approach those in a special way. We love to teach our partners how to do that.”
Teach... or coach? Either way, Joel and his team have made the knowledge transfer a big part of the Agility experience. This includes clear documentation, tutorials, transparent practices, and regular communication with their community of users. 
<h2>Outplaying sameness with service </h2>
At a recent event, I was discussing the headless CMS category with several attendees, and the subject of commoditization came up (as it frequently does). One of the pedaled analogies was that DXPs are akin to “apples and oranges” based on their feature sets, while headless CMSes are more like red apples versus green.
I asked Joel about this swelling box of apples and how he views the commoditization challenge.
“It’s interesting because there's almost more of a move to be enough of the same so that you're recognizable across vendors – like things have to be ‘same enough,’” he observed. “If you're too different, that's not actually a good thing, because it's hard to compare in a DX or composable space. So we strive to be ‘same enough’ while being unique.”
Commoditization is a real threat, but Agility is rising above the challenge by investing in its customer experience. This is embodied by its “White Glove Service,” which assures each client receives human interaction – which Joel admits is a challenge for most vendors as it inhibits scalability. But when the average lifetime of an Agility customer is eight to ten years, there’s value in this hands-on approach.
This felt like a key differentiator to me, so I asked if it was a key selling point for Agility.
“We haven't been using it enough,” Joel said. “We need to listen more to that part of our customers’ reactions. Our product was built based on customer feedback, and that's how we decide what we're going to do. It's 100% customer driven. We spent a lot of time and effort tracking what people say and want regarding features. And that's how we decide what we build into the product.”
To that end, Agility continues to provide transparency around its roadmap, engaging with its users via <a href="https://roadmap.agilitycms.com/tabs/3-launched" target="_blank">roadmap.agilitycms.com</a> around ideation. Joel said developers are very vocal within their community, but Agility strives to ensure that marketers and business decision-makers have a voice. That’s important, given the critical role of content operations within most enterprises.
“Our ideal customer needs to understand the value of content,” he explained. “Sometimes it's the developer, an information management role, a head of marketing, a CTO – maybe even the CEO of a smaller company. But if they can get the value of that content… then that’s going to be a good fit for Agility.”
<h2>Tackling the composable hype-cycle with trust</h2>
As a headless CMS, I asked Joel what he thought about the growth of composable and the advent of <a href="https://www.cmscritic.com/wrestling-with-category-confusion-in-the-dxc-slackdown/">DXC (digital experience composition)</a> and other categories emerging in the space. On the one hand, DXC vendors like <a href="https://www.cmscritic.com/uniform-raises-28m-in-series-a-funding-round-for-composable-dxp/">Uniform</a> are solving the visualization challenges for headless CMSes. But are these TLAs (or “three-lettered acronyms” for the unindoctrinated) helping or hindering our understanding of the composable space?
“My opinion is those acronyms are holding us back as much as they bring us forward,” he said. “They give us something to talk about, but you always have to go beyond that. There's always some explaining that has to happen when you're talking to someone who actually wants to use this in their business. I think it comes down to having more trust between people.”
That trust is hard-earned, as Joel explained. <a href="https://www.cineplex.com/" target="_blank">Cineplex</a>, one of Agility’s customers since 2007, has relied not just on its CMS, but on the expertise of a team that understands their business imperatives. Over the years, trust in Agility has guided the cinema giant’s digital transformation, from site rebuilds to infrastructure changes. This ingredient of trust has shaped Joel’s perspective on composable, which is as much about the business considerations as the technology posture.
“I think the idea of enterprise software should mean long-term ROI, not just fast ROI,” he said. “How can you take a piece out and put it back in, or fix something that you don't like? That, to me, is like the best of composable.”
I probed further about the importance of composable standards and the rise of the <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">MACH Alliance</a> over the last few years. The organization has advocated for best-of-breed technologies that meet the rigid standards of MACH (Microservices, API-first, Cloud-native SaaS, Headless). Are relationships with vendors in DXC, e-Commerce, search, and other categories becoming an important growth channel for headless CMS?
“Yes, and the long-term goal is to have a combination of technology and relationships accelerated, where it's like a pre-built stack or grid that everyone knows works,” he said. “So CMS is going to be hosted here, and it will have this for search, this personalization, and this for commerce. We know how it all works together – and everyone trusts it.”
Joel admitted that we might be three or four years away from any broad market buy-in, suggesting that it’s still a hard sell given the institutional culture of some IT departments. This is why the efforts of thought leaders within the MACH Alliance community have been key to advancing the growth of composable.
“They won’t get it until they trust it,” Joel punctuated.
<h2>Agility’s new UI delivers more than a fresh uniform</h2>
I heard Agility’s plans for its new user interface some time ago, well before its scheduled GA. While modernizing a UI is an accepted part of any software lifecycle, it offers as many opportunities as challenges. Most people loathe change – so any modification can be met with temperamental responses. That’s why this UI "refresh" is as much about empathy and sentiment as it is about systems and processes.
I wanted to hear how Agility approached this undertaking, and what stood out for Joel.
“Interestingly enough, we started this new UI project about 18 months ago,” he revealed. “The last time we redid our UI was in 2015, and Jon [our CEO] and I knew that you always do it once and then refresh it after everyone's already had a chance to see it. We started base testing with cohorts of new or existing users, and we actually brought design in-house – which, for a smaller company, was a big deal. We also have this amazing person who A/B tested different things and conducted interviews to determine what makes [users] feel better. And we focused as much on that as we could and tried to be very consistent about how we handled content.”
As Joel detailed the process, it was clear his team didn’t cut things out or remove extraneous elements just to satisfy the simplification goal. To his point, CMS users claim to want all the features – even if they won’t be using them.
“There's a real balance there,” he continued. “But overall, we wanted things to be faster and easier across the board and ultimately make people feel better.”
I had a chance to peruse the new UI while comparing it to the classic version (which will continue to be available to users). Right off the bat, the visual design system is cleaner and more streamlined, offering a modern lightweight experience that feels more like an app. The main navigation panel provides more contrast, aimed at reducing eye strain during prolonged use. The authoring tools are still intuitive and familiar, a staple of Agility's previous UI. 
<img src="https://cmscritic.com/ms-content/uploads/2023/07/agility-new-ui-2023-1024x692.jpg" alt="New Agility software UI" />
You can read about the full scope of features <a href="https://www.cmscritic.com/agility-unveils-refreshed-design-system-in-ui-delivering-enhanced-user-experience-and-accessibility/">in our previous post</a>, but a few stand out, including new filters that offer augmented search. Users will find the new org selector handy, and there’s a slick heartbeat indicator coming that will provide greater visibility around specific events and tasks. Also noteworthy are the drag-and-drop model editor and the table column reordering, both designed to simplify and accelerate tasks.
You can check out the UI for yourself by creating an Agility account at <a href="http://www.agilitycms.com">www.agilitycms.com</a>. While Joel and his team are still fine-tuning some details, scope creep has pushed the original launch date into late July – a frustrating reality of software launches.
“But I think it will be worth it,” he said. “Our company anniversary is July 19, so I'm kind of thinking maybe that's a good day.”
<h2>Keeping the game fun – even with AI on the field</h2>
I’ve already waxed extensively about Joel’s affinity for football. But that affection is grounded by a deep gratitude for his family and their shared pastimes. Much like his dual pursuits of literature and computer science, he blends a love for athletics and a passion for art and scholarship in his life outside Agility.
“I am super blessed with two really, really cool kids,” he said glowingly. “My son plays football, and I've been a dedicated ‘dad coach’ for that. But my daughter is super into theater, and I love directing, being on stage, or getting involved from a community standpoint. It's got nothing to do with technology – it's just having fun.”
As we rounded out our time together, the subject of AI meandered into the conversation. What does Joel think about the advent of this technology and its impact on content? He has, after all, helped shape the CMS space over the last two decades. What does the world look like now that ChatGPT is a growing fixture in the creative process?
“I look at it like this: ChatGPT needs us,” he said. “It copies ideas. Nothing comes out of thin air, and someone has to come up with the ideas.”
Kind of like a quarterback audibling on the field. Sometimes, human instinct takes over – no matter how rehearsed the play might be. And while AI may prove its worth as a key automation tool, it’s heartening to hear from a content veteran that people are still core to the process.
As a headless CMS in a densely-packed market, Agility is executing in all the right ways. And with so many seasons under its belt, the platform and its people have proven resilient in the face of change. That speaks volumes about its vision and go-to-market strategy, which gives it a strong position in the new composable game. 
I still reserve the mantle of GOAT for Tom Brady, but Joel definitely has my vote for the “CMS Hall of Fame.”

Playing to Win in the Headless CMS Game: Interview with Joel Varty, CTO at Agility

If <a href="https://www.linkedin.com/in/vojtechboril/" target="_blank">Vojtech Boril</a> has a crystal ball in his possession, it’s time to come clean.
Maybe it was sheer luck that his company, <a href="https://www.cmscritic.com/kontent-ai-introduces-industrys-first-headless-cms-with-native-ai-capabilities/">Kontent.ai</a>, would embrace the “AI” domain in 2022. Or was their official <a href="https://www.linkedin.com/pulse/taking-kentico-kontentai-next-generation-digital-petr-palas/">spinoff from Kentico</a> some mystical prognostication of things to come?
I wasn’t sure, but Vojtech settled the question for me.
“Bringing AI into the CMS world has been part of our vision for a long time,” he said. “Our company name – which we chose a year ago – is good proof that this launch is not just a quick reaction to the new ChatGPT trends.”
Tarot cards and tea leaves aside, this is an exciting time for Vojtech and Kontent.ai. Since introducing <a href="https://openai.com/" target="_blank">OpenAI’s</a> large language model late last year, many content management vendors have entered the AI race. In several cases, they leverage ChatGPT as a basic plugin or integration.
But last week, Kontent.ai announced the early availability of the first native AI capabilities to a headless CMS.
Native, you say? How so? I had a thousand questions – none of which <a href="https://www.cmscritic.com/from-chatbots-to-contentops-how-ai-is-coming-to-your-cms-whether-you-like-it-or-not/">ChatGPT</a> could answer.
Thankfully, <a href="https://kontent.ai/events-and-webinars/first-look-at-native-ai-capabilities-in-kontent-ai/" target="_blank">during a recent webinar</a>, Kontent.ai offered an informative first look at these AI features. This filled in many blanks, but I still connected with Vojtech to ask why he thinks these new capabilities are game-changers. As the Vice President of Growth &amp; Marketing, he combines content and platform POVs into one brain. He's also an avid runner with some intimidating pace times – so he's accustomed to staying ahead of the pack. 
<h2>A first look at native AI capabilities</h2>
One would assume that a content management vendor would produce quality content to promote its products and services. That’s not always the case, but Kontent.ai has consistently delivered the goods. Last week’s webinar on its native AI was no exception and provided a solid overview of the new features.
The session – hosted by <a href="https://www.linkedin.com/in/hrubytomas/" target="_blank">Tomas Hruby</a>, Lead Product Manager, and <a href="https://www.linkedin.com/in/jordan-torpy-82087b4a/" target="_blank">Jordan Torpy</a>, Product Marketing Manager – opened on the new “Gold Rush” into the AI market, and how ChatGPT has ignited every CMS vendor to jump on the bandwagon. Both commented on seeing many different approaches across the digital experience market, which has undoubtedly informed their innovation.
According to Tomas, ChatGPT seems easy to repurpose, but in reality isn’t that simple. Large language models become challenging to master for prompt creation and obtaining accurate results. He called these skills more of an “art,” contrary to the promise of automation.
In the webinar, the duo focused on three key challenges with current AI solutions: understanding context, composing AI, and integration. Jordan provided an example of how large language models struggle to incorporate brand guidelines, tone of voice, and other factors exclusive to a given company. This training is time-consuming and difficult to orchestrate for content creation.
One of the big concerns for enterprises is around the unknowns of integration. For example, does the customer or vendor maintain the AI capabilities? Is it a plugin built by an open source community? They also discussed the increased API surface area that may be vulnerable to attacks – and that many enterprises are reluctant to share proprietary content with public models.
In each case, it’s clear there are gaps with current AI solutions – and Kontent.ai’s native capabilities promise to bridge those gaps to usability.
<h2>The vision for AI in a headless CMS</h2>
Given the challenges that AI presents when integrating into a CMS, what was the vision guiding Kontent.ai’s native capabilities? Tomas and Jordan boiled it down to a couple of key pillars during the webinar.
First, Kontent.ai is a fully integrated experience designed for what they call “fluent content creation.” As a native set of platform features, the AI respects internal formatting across your work, making it all more conformant. Content creators will also find the AI tools highly intuitive from a UI perspective, and available where they would expect them to be.
The second pillar is delivering accurate suggestions. This is a big one, as most large language models provide questionable results. Much of this concerns prompt design, or the ability to feed the AI with the proper context. With Kontent.ai, the native capabilities are built with context in mind, so it respects your company’s brand guidelines or tone of voice, and doesn’t “hallucinate” as it often does with open learning models.
Kontent.ai also provides what Tomas calls a “hidden sophistication” driven by complex pipelines designed to streamline tasks like converting notes into formatted content.
<img src="https://cmscritic.com/ms-content/uploads/2023/06/kontent-image-3-1024x620.jpg" alt="Composite of Kontent.ai native AI user experience with multiple windows of functionality" />
<h2>What really sets native AI apart?</h2>
First and foremost: Kontent.ai’s native capabilities are not a plugin. This is a marked difference from other platform strategies that leverage basic connectors to ChatGPT. Tomas states this distinction will allow users to work more efficiently and effectively as part of a CMS toolkit.
Another big difference is that the solution is fully GDPR compliant. This is achieved in large part by the <a href="https://azure.microsoft.com/en-us">Azure</a> backbone. Kontent.ai has a strong Microsoft relationship and is leveraging its AI services stack via ChatGPT 4 and a new service called <a href="https://learn.microsoft.com/en-us/semantic-kernel/overview/">Semantic Kernel</a> – an open source SDK for building custom AI apps and orchestrating complex pipelines.
Finally, Kontent.ai delivers peace of mind around privacy and control. Enterprise users can be assured that their sensitive content and data is secure and not publicly available to any OpenAI learning pipelines. The native AI capabilities are aware of content and context only within your system, and it’s not even used to train future LLM iterations.
I asked Vojtech to give me the big picture around these key differentiators through the content creator’s lens. What really stands out?
“A key difference is that our AI capabilities are native to our platform and provide a fully integrated experience for content creators,” he said. “We’re not adding a prompt window to our CMS. Instead, we’re adding new capabilities that perfectly fit with the tasks a content creator does on a daily basis.”
He cited an example: “We have a skill called ‘Improve writing.’ To use it, you select some text you want to improve to better suit your tone of voice, style guide, or other similar criteria. Then, you choose a piece of content already in your Kontent.ai project that meets your standards. Kontent.ai will then adjust your original text to match the style and tone of your chosen text.”
During the webinar, there was a great demo of this feature. The use case featured a single paragraph with a noticeably sarcastic tone of voice compared to the rest of the article. The native AI was asked to improve the writing by injecting prompts for a more professional tonality, as required by brand guidelines. It did – in minutes. The entire process was convenient, accurate, and a huge time saver.
As Vojtech further noted, what’s great is that content creators don’t need to fiddle around with making the right prompt, or string several different prompts together. Everything they need is in Kontent.ai, and it’s all a natural extension of the work they already did in the platform.
<h2>What’s the price tag for native AI?</h2>
Currently, Kontent’s new AI capabilities are fully functional, but only available to early adopters via a special access program – and seats are limited. The company is interested in collaborating with enterprise customers, so they’re inviting companies to provide their use cases.
The solution isn’t quite out of the box (yet). According to the webinar, most users can be up and running in roughly two weeks. The services should be generally available later this year.
Regarding cost, that’s still unknown – but the company seems to be focused on aligning it with real utility and value. As Vojtech pointed out, “We know everyone can go and use ChatGPT for free, so we didn’t just add a prompt window to Kontent.ai. Instead, we created tailor-made capabilities that solve real problems content creators face.”
The Kontent.ai team is working on pricing models, which will hopefully be available before the service is in GA. If you’re interested in early access, visit the <a href="https://kontent.ai/events-and-webinars/first-look-at-native-ai-capabilities-in-kontent-ai/">Kontent.ai</a> website for more details.
<h2>What other AI features can we expect?</h2>
There were some interesting questions about Kontent’s AI roadmap during the webinar. The hosts discussed the current advantages of reducing time and research. But they also described how AI might be capable of assisting with tedious, large-scale CMS tasks such as mass migrations.
One area where ChatGPT and other large language models are still struggling is translation. With accuracy being such a critical requirement, it’s still reliant on other workflows to deliver quality results. Still, this seems to be an area ripe with opportunity.
I asked Vojtech if other capabilities might be more near-term on the roadmap, and what the process looks like for onboarding new AI features.
“We've been working on [the capabilities that are part of this launch] for the past couple of months, but simultaneously we're working on many other prototypes,” he said. “Anything that reaches our development team through prioritization typically goes through a thorough research phase. We even have a dedicated UX research team, which is not always the norm in companies of our size.”
I also wanted to know how customers have responded in the rollout's early phases.
“We are absolutely thrilled with how the AI launch has been received,” he said. “We have some great initial feedback from existing customers, prospects, and major analysts. I've also had the chance to talk to some of our existing enterprise clients in person already, and there are specifically two main areas they appreciate the most. One, that our AI capabilities are fully native to the product, which currently makes us very unique in the CMS market. And two, the security aspect of being GDPR-compliant and knowing their content is not populated into global GPT environments.”
He also said that the webinar has resulted in registrations going through the roof – a clear sign that interest is swelling into action.
<h2>Consulting the crystal ball about the future of AI</h2>
As informative as the webinar was, I wanted to know how important the AI investment was to Kontent.ai. We might still be early in the hype cycle, but what does the future look like?
“This AI launch is only the beginning of our AI product focus,” Vojtech said. “As I mentioned, our rebranding to Kontent.ai a year ago was not just a coincidence, and we are serious about pioneering fully native AI capabilities as part of the CMS user experience.”
Vojtech also shared that the company is working on further improvements to contextualizing AI-generated content. They're also exploring how to improve navigating, creating, reviewing, and categorizing content.
“I believe AI has the potential to revolutionize content operations by streamlining processes, automating tasks, and enabling users to do more and faster,” he explained. “However, ‘more and faster’ should not be the only goal. Ultimately, it's rather about creating more contextualized, meaningful, and relatable content than just producing more. That's exactly how we envision our customers to benefit from our AI. We're not trying to replace their content contributors. Instead, we're on a mission to help them be more productive and be able to focus on the work they love while utilizing AI to do repetitive tasks for them.
Wrapping things up, I got a bit existential about AI’s impact on people. As Vojtech pointed out, only the future will show whether it’s good for humanity. In the meantime, he said, it’s important to think critically about the ethical implications as AI becomes a normal part of life. This includes data privacy, security, and other factors that must be carefully addressed.
“I am an optimist,” he added, “and I believe that humanity can strike a balance in the development of AI – harnessing its benefits while ensuring it does not pose a threat to our well-being.” 
I hope that optimism is coming from the same crystal ball.

Kontent.ai Pioneers Native AI in Headless CMS: Interview with Vojtech Boril

Kontent.ai logo with headshot of Vojtech Boril

It turns out an “ING” can be quite a thing.
Case in point: the role of a Chief Marketing Officer. For most of us, the word “Marketing” in this mantle concisely explains the individual’s responsibilities.
But drop the “ING,” and it’s a different story. Well… sort of.
In my conversation with <a href="https://www.linkedin.com/in/jennifergriffinsmith/" target="_blank">Jennifer Griffin Smith</a>, Acquia’s new Chief Market Officer, we discussed the distinction between these titles, and why the leading DXP added her – and this new role – to its roster.
We also covered what she sees on the roadmap for <a href="https://www.cmscritic.com/acquia-taps-its-modular-open-source-legacy-to-drive-the-composable-future/">Acquia</a>, how composable is shifting the conversation, and why she’s excited about showing customers the “art of the possible.”
<h2>A marketing trailblazer in tech</h2>
Jennifer joined me via Zoom from a comfortable, unassuming home office. Originally from Europe, she’s been in the States for quite some time.
“As you can tell by the accent, I'm British,” she said. “We came for two years, and here we are 14 years later.”
For more than two decades, Jennifer has focused her superpowers on marketing for technology companies, with a deep focus on go-to-market strategies for both public and private companies. In her previous stints, she served as Chief Marketing Officer at <a href="https://www.cmscritic.com/hyland-acquires-alfresco-focuses-on-cloud-and-global-expansion-of-enterprise-cms/">Alfresco</a> (acquired by Hyland), Software AG, and <a href="https://www.cmscritic.com/progress-launches-sitefinity-dx-14-0-enhances-digital-experience-delivery-with-global-scale/">Progress Software</a> – which owns the Sitefinity CMS.
In her most recent CMO gig at <a href="https://www.cmscritic.com/brightcove-video-connector-will-bring-video-content-to-sitecore/">Brightcove</a>, Jennifer led the video streaming platform’s global marketing organization. This included product marketing and strategy, customer GTM programs, and new business, brand, and marketing communications. 
Given her legacy of leadership at content and digital experience vendors, I asked her what made the Acquia opportunity so enticing.
“I've spent some time with Acquia as a consumer, not just as a marketer or a business person,” she said. “I'm fascinated by the changes in how we want to purchase, learn, and engage with content. And I think, the way I live – my life – has changed so drastically in the last five years. Most of that is obviously through the pandemic, but just in my own need for time, and levels of service I expect, whether I'm researching a college, purchasing a shirt, or a car. Whatever it is, my expectation has changed. Then I look at the demographic of my 12-year-old son and the younger generation, and it will change again. I'm genuinely fascinated by digital experiences, and how we can bring it together as a consumer.”
<h2>From Chief Marketing Officer to Chief Market Officer</h2>
Getting down to brass tacks, I wanted to understand the new role of Acquia’s Chief Market Officer. How did Jennifer see it – and more importantly, what signal is Acquia sending with this expansion to its C-Suite?
First, it’s worth noting that the rise of the Chief Market Officer is a relatively new phenomenon, much like Chief Experience Office, Chief Revenue Officer, and Chief Growth Office. In a <a href="https://www.forbes.com/sites/kimberlywhitler/2020/06/06/a-new-c-suite-role-the-chief-market-officer/?sh=7325514b6d9c">2020 Forbes article</a>, Christine Heckart – then the CEO of Scalyr – noted that “heads of marketing must, first and foremost, be chief MARKET officers, not marketing.”
Jennifer reflected on my question but started with a caveat: “Each CMO position is unique, and it's based on where the company is, and what the board and the CEO feel like they need. So it's hard to compare, because companies are different. But in my experience, most of what’s required in marketing is about the execution, right? And it gets into ‘how do we get the best return on our spend? What's your CAC? What's your ROI?’”
Again, the “ING” is the key here – and for most organizations that have embraced the Chief Market Officer role, it delineates the focus on tactical marketing execution from the strategic market objectives and KPIs that drive growth.
“Now look,” she continued, “everything results in pipeline, bookings, revenue – however you want to measure it. But I think over the years, we’ve become too focused on the execution piece. When we first had our conversations, I loved that Acquia reflected what I've learned in my many CMO roles: you cannot be successful in any of your program execution if you don't understand your market.”
The relentless creep of the marketing team ecosystem also stymies this execution. To Jennifer's point, we’ve accrued a range of discretely focused areas like product marketing, communications, brand, field marketing – and most are solely concerned with execution. And as Jennifer pointed out, most of these marketing professionals have never consumed the product, nor understand what a customer does with it.
So back to the question at hand: what does it mean to be a Chief Market Officer at Acquia?
“For me, the Chief Market Officer is hyper-focused on the market and the customer and how we can really help them,” Jennifer said. “But then it spans a much bigger role across connecting different teams all for the outcome of the customer, and making sure everybody understands what we're building. Because we're not building it for us.”
What seems clear about Acquia’s decision to hire a Chief Market Officer is that it has reached a pivotal point in its growth – one that demands a deeper commitment to the market while maintaining the execution of its marketing. With Jennifer, they get the winning balance of a seasoned marketer with an analytical mind geared toward growth.
<h2>Riding the composable wave </h2>
Jennifer assumes her role at a precarious time in the digital experience industry. The term “composable” has become a bit of a hot potato as <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless content management systems</a> align with other technologies to provide flexible, best-of-breed solutions to build their own DXPs. Organizations like the <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">MACH Alliance</a> have gained traction by providing a membership ecosystem of pure MACH (Microservices, APIs, Cloud Native SaaS, Headless) solutions – partially in response to “headless hybrid” platforms and all-in-one monoliths.
At the same time, enterprise DXPs have endeavored to position their offerings as more composable, taking a product-based approach powered by robust APIs. Acquia’s open source <a href="https://www.drupal.org/" target="_blank">Drupal</a> heritage already embraces tenants of the <a href="https://dri.es/the-assembled-web" target="_blank">modular assembled web</a>. So it may have a key advantage in the market mele.
I asked Jennifer what she sees as the biggest challenges for Acquia as it positions itself within this narrative.
“Composable to me, in my world, just means flexible, right?” she said. “It means I can build something that will be unique to me. But some of our customers of a certain size would be frightened off by that because they don't have the resources to build it – and they want something that is very easy to use, secure, and scalable, but gives them the solution right there.”
Jennifer also explained that utility is essential, and data is the key to everything. This applies to the broader tech stack of integrations that Acquia is building value around, from CMS to CDP. “I love our CDP,” she noted, “because it goes way further than any other marketing campaign reporting analytics tool that I've used and seen.”
Knowing she’s new to the job, I probed gingerly around the topic of <a href="https://www.cmscritic.com/from-chatbots-to-contentops-how-ai-is-coming-to-your-cms-whether-you-like-it-or-not/">AI</a> – which is firing like a bullet heard 'round the DX world. While she said Acquia is pioneering more solutions on its open source roadmap, she reinforced the litmus test around value.
“How do we offer a usable AI technology that makes a difference to [customers]? What do they need to move their business, right? What do they need today, and what will it be tomorrow? And not in a way that is so futuristic that we just talk about it. We need to deliver something that brings value to them.”
<h2>Showing customers the “art of the possible”</h2>
If there’s one thing that Jennifer is resoundingly enthusiastic about, it’s community – from employees to customers to partners. In her short time at Acquia, she’s already experienced how Acquia is differentiating in the service category.
“Honestly – and I'm not just saying this – I've never been in a company where I've met so many customers and partners, and not had a complaint,” she said. “I went to my first customer and partner event in London, and I got to sit and talk to so many different people, and just hear what's important for them. Everything from a financial services company to a software company, even a university – and they actually shared what they've learned more broadly with other customers."
Quite a testament, and something that Jennifer is looking to build on. In her mind, this positive community feedback is manifesting into momentum for the company, demonstrating how they can support customers in attaining the impossible – and realizing the “art of the possible.”
“I'm excited about using our community and our customers to really tell these stories,” she expressed eagerly. “And unlike some of our bigger competitors, we can do it nimbly – and make it real, quicker.”
<h2>Building a culture of diversity and inclusion</h2>
At the recent <a href="https://www.cmscritic.com/mach-two-conference-wrap-six-takeaways-from-the-composable-event-of-the-year/">MACH Two</a> event, I was inspired by the emphasis the <a href="https://www.cmscritic.com/mach-alliance-expands-advisory-board-launches-new-mach-book-resource/">MACH Alliance</a> places on diversity and inclusion as core values. Technology companies have often embraced a more progressive stance, but it’s one thing to say it – and quite another to lead by example.
As a woman who has served in multiple C-Suite positions, Jennifer continues to shatter the silicon ceiling in the DX industry. She was quick to point out the importance of “talking the talk and walking the walk,” but this has always been an important focus of her work, and she’s managed to blend her corporate responsibilities with the growth and advancement of her teams on a human level.
“At one of my jobs, I was Chief Marketing and Culture Officer, because myself and the CEO had a fundamental belief that brand is inside out,” she said. “This was an open source company, and if we couldn't build a culture of people excited about what we're doing – if we couldn't nurture a community internally – we had no hope of building it externally.”
Jennifer also talked about Acquia’s focus on its people. This includes a Day One program where Acquia plants a tree for every new employee. It's just one of the company's many commitments to ESG initiatives, personal development, and nurturing diversity across its team.
We also reflected a bit on the impact of the pandemic on the work environment, and how Acquia is preparing for its next growth phase with a distributed team across the globe. Jennifer shared how Covid put everyone on equal footing, allowing people to achieve greater balance in their personal and professional lives.
“Acquia is a fully hybrid working environment, and my team is all around the world. I love that we can work very well virtually. Don’t get me wrong – I like seeing people face-to-face, too. But I really believe that Acquia walks the walk. And because of that, people are open. We might not all agree on everything, but we just have this culture of being in it together, which is so refreshing. It really is.”
Refreshing indeed. With an “ING.”

Acquia and the Art of the Possible: Interview with Chief Market Officer Jennifer Griffin Smith

Headshot of Jennifer Griffin Smith next to the Acquia logo

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