At Interwoven we've historically had great relationships with IT.  1nd and 2nd generation CMS platforms were most often deployed by IT as a productivity tool.  Over the last few years Web Marketers have realized that content drives business and are now looking at CMS as a revenue generation tool.  CMS decisions are now most often made through a partnership between IT and the business.

Your comment about vendors lacking Marketing DNA is spot on.  Marketers don't care about traditional CMS functions like versioning and workflow.  Instead, they care about how content drives and improves key site metrics (conversions, engagement, lead gen, customer sat, etc).  We acquired a lot of our Marketing DNA through our Optimost acquisition a year ago.  The Optimost team helped us shape our product roadmap especially as it applies to supporting persuasive web marketing.  We've got some great releases on tap for later this year based on these learnings.

These days it's not enough just to manage the content, you have to help customers monetize it.  To me, the M in WCM now stands for monetization, not management.  

Great comments Tom - Thanks! That last sentence sounds like a blog post in the works to me!

Thanks.  Keep up the great work.  You are (by far) my favorite CMS blogger!

I agree the WCM (and CMS for that matter) should have monetize in the acronym - nice one!

One thing though; the biggest aspect of building for marketers is giving them productivity and ability. This means the CMS has to provide a non technical means to devise, lay out (visually), and publish information. This must be through a rich and intuitive use interface that (a) is more or less out of the box so that they improve as the CMS product matures and (b) is able to be customised by the (thinking of) business analysts and (the coding by) developers who implement the CMS.

While those efforts have helped set UNT apart from other universities, rapidly growing storage demands and an aging existing storage area network (SAN) were