Open-source software: A CMO’s competitive advantage
January 13th, 2020
For many organizations, open-source content management systems (CMS) are proving an excellent investment of resources. An open-source CMS like Drupal can reduce technology costs, increase team agility, and improve data transparency so that the CMO and marketing team can get more out of their marketing efforts.
Technology and the CMO’s agenda
As organizations prepare for the 2020s and all of the changes coming in the next decade, many CMOs are increasing their digital team sizes to handle various channels such as search, social, affiliate marketing, and so on. Those teams in turn, need their employer to invest in a new digital experience ecosystem for orchestrating marketing automation campaigns, managing content and assets, and offering a personalized visitor experience to increase customer loyalty.
Based on a recent study from Deloitte Review, the CMO’s agenda is increasingly influenced by the following high-level goals:
- Collect customer data glean insights from the information
- Be able to demonstrate a quantitative impact
- Increase the organization’s talent pool with digital capabilities
- Build a digital experience ecosystem
Those four goals, plus the new team/platform hybrid, dovetail very neatly with the priorities of the open-source CMS industry. Systems like Drupal are specifically configured to allow teams to use data to better understand users and drive quantifiable results.
However, choosing tools can be tricky, since government initiatives such GDPR, ePrivacy and CCPA make data compliance a necessity for the marketing team. This means that now more than ever, CMOs must work more closely with their technology counterparts to increase their understanding of how their organization's digital technology functions.
Though introducing new tools can create friction between marketing and technology departments, open-source technology is designed to reduce fragmentation, provide better security and privacy controls, and eliminate vendor lock-in, so that an organization’s teams can work better, together.
Technology as long-term growth enabler
So how do you make sure that your technology will enable, not inhibit, your long-term growth? The answer lies in three main premises that technology needs:
Scalable and agile. Modern organizations need to quickly react to evolving market needs and be able to move rapidly. This means they need technologies that have a scalable infrastructure and a secure operating model that respects users’ privacy. Open source technologies are built with scalability and agility in mind, and are constructed to be as flexible as possible.
Available pool of expertise. For organizations adopting new technology, access to expertise is critical, both for configuring/maintaining the platform, and for training your staff. To grow and scale, your team needs to be able to use the technology— and they won’t be able to if there’s nobody available to teach them. Most importantly, well-constructed open source technologies will allow you to benefit from transferable skills that your people may already have.
Work on your own terms.Whether it is in-house, outsourcing, insourcing, near-shoring or any hybrid model, you need a technology (and technologists) that can operate the way you need. The global nature of open source software, especially Drupal, allows your team to work according to your own unique needs, without risking the quality of delivery for the tools.