Drupal has become a serious player in the enterprise market, encountering a new set of competitors along the way. Free software alone isn't enough for most larger organizations to choose Drupal. The technical selection process is more intensive, with many more stakeholders influencing the decision process. Additionally, enterprises rely on guidance from industry analysts and their peers to create their short list of potential options to consider. Raising the visibility of Drupal's strengths and success stories is critical to competing effectively in the enterprise market. At Acquia, we spend a great deal of time helping organizations understand the power of both Drupal and the community, and why this combination is what makes Drupal the best choice for high performance organizations serious about the social web. In this session, we'll share our experiences discussing Drupal with the analyst community and with senior executives. We'll share lessons we've learned when Drupal has lost during the technical selection process, and how we, as a community, can work together to improve our chances in the future.

2. Business & Strategy
Competing With Giants
How to Win with Drupal vs Proprietary Alternatives
Bryan House
Vice President, Product Marketing
Acquia
@bryanhouse

3. Objectives for
Session
• Explore market opportunity for Drupal
• Review how analysts perceive Drupal
• Discuss how to position Drupal to win
• Explore how you can help

4. Competitive
landscape is shifting
as Drupal enters the
Enterprise

5. Perception is Reality
“If you are looking at both
(Adobe) CQ5 and Drupal, then
one of us is in the wrong place.”
Adobe lead SEs in customer meetings, 2011

6. Who is the Enterprise?
“Global 10,000”
• More than 2,500 employees
• Greater than $500M revenues
• Actually approximately 14,000 businesses
worldwide

7. Who is the Enterprise?
Well defined procurement processes
Multiple decision influencers
• Technical stakeholders
• CIO & CTO, architects, sysadmins,
development, devops
• Business stakeholders
• CMO, department heads, content contributors

8. What are Enterprises
Trying to Accomplish?
• Publish & organize rich content quickly
• Manage collections of sites
• Build communities to support ad hoc
business activities

9. What are Enterprises
Trying to Accomplish?
Marketing Challenges (CMO)
• Mobile optimized experiences
• Harness social media
• Mass personalization / testing
• Translation
• Managing digital assets
• Marketing dashboards /
reporting

10. What are Enterprises
Trying to Accomplish?
Marketing Challenges (CMO) IT Challenges (CIO)
• Mobile optimized experiences
• Mobile app development
• Harness social media
• Big data / web scale
• Mass personalization / testing
• Increase return from analytics
• Translation
• Localization costs / quality
• Managing digital assets
• Content distribution services
• Marketing dashboards /
• Platform integration / ecosystem
reporting

11. Yet, Most Look Like This

12. Or, More Likely, This...
•Duplication of content
•Disparate sources
•Disconnected reporting
•Islands of excellence

13. What The Business Wants

14. What IT Wants To Deliver
Corporate
Product Site Marketing
sites Microsites
Community Other sites
sites
Collaboration Departmental
Intranet Sites

15. Address Wide Range of Web Needs
[scale]
Product
Sites
Corporate
Sites
“Marketing”
Sites
[complexity & longevity]

16. For many, its not
simply a choice
between open source
options

19. Market Opportunity
Social Software
$1,257M
WCM / CMS $1,740M
2014
Cloud-Delivered
Content & Social
$1,499M
Social Software WCM Cloud Content & Social
CAGR 16.8% CAGR 14.3% CAGR 19.8%
Sources:
Gartner. Market Trends: Worldwide Web Content Management Market Is Driven by Enhancements to Online Channels, 2010. November 2010
Gartner. Market Trends: Convergence Restructuring the Enterprise Social Software Market, Worldwide 2010. November 2010
Gartner. Forecast Analysis: Software as a Service, Worldwide, 2009-2014, Update. November 2010

20. Competitive Landscape is
Changing Fast
Mkt Cap: $17B Mkt Cap: $150B Mkt Cap: $48B
Mkt Cap: $21B Mkt Cap: $3B Mkt Cap: $239B

21. Web Content
Management /
CMS Market

22. Gartner WCM Magic Quadrant 2011
Drupal doesn’t make
the list
Why?
• Minimum threshold -
$10M in revenue
• How to measure in an
open source ecosystem?
Gartner Magic Quadrant for Web Content Management 2011

23. The Forrester Wave: Web Content Management
For Online Customer Experience
Again, Drupal doesn’t
make the list
Why?
• Minimum threshold - $25
million in revenue
• 100+ customers with
>1,000 employees
• “Interest from Forrester
Clients”
The Forrester Wave: Web Content Management For Online Customer Experience Q3 2011

24. Real Story Group Web CXMS
Platforms Cross-Check 2012
Drupal “...designed explicitly for
community-generated content,
combining social interaction and web
publishing into one platform”
Cult-like mindshare
• Architectural shortcomings -
configuration management
• Ongoing delays with
modernizing key modules
Real Story Group: 2012 Web Content & Experience Management Systems
Market Analysis 2012

25. Social Software /
Community Software
Market

26. Gartner Magic Quadrant for Social
Software in the Workplace
Drupal a “Visionary”
Criteria?
• $5M revenue
• 15 current customers
• 100,000 active internal
users (seats)
• 4 organizations with
5,000 active users willing
to provide references
Gartner Magic Quadrant, Social Software in the Workplace 2011

27. Gartner Magic Quadrant for Externally
Facing Social Software
Drupal a “Visionary”
Criteria?
• $5M revenues
• 500,000 active users
(seats), explicitly does not
apply to open source
• 5 organizations with 5,000
active users willing to
provide references
Gartner Magic Quadrant for Externally Facing Social Software, 2011

28. Forrester Community Platform
Wave
Only 5 vendors
Criteria?
• 50% of clients deploy for
customer-facing
communities
• 20% of install base has >
$1B annual revenue
• Several communities with at
least 250,000 members
Forrester Wave: Community Platforms, Q2 2010

29. How The Analysts See
Drupal
Strengths
• Community-oriented publishing and communication
• Lightweight core, extensible via vast array of
modules
• Dynamic web application development framework
• Placeless delivery - content services approach to
content organization

30. How The Analysts See
Drupal
Weaknesses
• Lack of configuration management tools
• Weak content staging support
• Not a fit for formal editorial approval processes
• Too few enterprise success stories

31. How To Impact Analyst
Coverage of Drupal
Share success stories
Talk about your Drupal implementations
Ask the analysts about Drupal

32. Implications
Drupal is becoming a first class citizen in
an enterprise web infrastructure
but, clearly room for improvement...

33. How to position
Drupal to win

34. where cost and speed to
market are both critical
factors, open source
software can play a key role
in helping organizations
develop the capabilities they
need to achieve high
performance quickly
and at reduced cost

35. Shift to Content Services
• From self-contained, page-centric
applications to content services
frameworks
• Modular, flexible architecture to support
rapid application development
• RESTful services - core infrastructure of
the Web

36. How Drupal Manages Content
Views
References
blog wiki web
Content post entry page
video image media
Nodes

37. Dynamic Content
Organization
• Free of hierarchical folder / site map
approach to content organization
• Content service-level controls
• Vocabulary driven organization

38. How Drupal Organizes Content
Content
Tagging

39. How Drupal Organizes Content
Content
Tagging

40. How Drupal Organizes Content
Users%
Site Subscrip,ons%
Visitors
Content
Tagging

41. How Drupal Organizes Content
✓! ✓!
Site
✓!
Visitors
Content
Tagging

42. How Drupal Organizes Content
✓! Users% ✓!
Site Subscrip,ons%
✓!
Visitors
Content
Tagging

43. Content
Services
Delivery is
Drupal’s
Competitive
Advantage
“Good support for ‘placeless’
delivery and reuse of richly tagged
content” Real Story Group

44. Assembled Web Experiences
Architecture to rapidly “assemble” experiences from
building-blocks instead of code sites from scratch.
Drupal core Drupal + recommended Solution
modules Distributions

45. Content-Rich Web Experiences
profiles / content
friends
(micro) rich
blogging media
UGC
Social Publishing templates
analytics workflow
taxonomy
groups
Drupal
social mobile
tagging

46. 700,000 strong!

47. How Does Open Source
Development Work?
• Who owns the code?
• How do I know it will be updated?
• Who “pays” for development of new features?
• Do I have to contribute custom code back?
• What’s in it for me to contribute code back to the
community?

48. Case studies:
Where Drupal wins

49. Situation Result
• 60+ websites • Killed in-progress project,
shifted to Drupal
• Approaching end of 2
year, 8 figure project • Focused on agile dev,
with proprietary quick wins for business
system
• Access to source code &
• Falling short of thriving community were
business requirements key decision factors
prior to launch

53. Global Pharmaceuticals Company
Situation Result
• Hundreds of websites • Selected Drupal as their
global Web platform
• Dozens of CMS’s
• Building mobile brand
• Using Drupal in one sites in 1/4 of time of
division, multiple sites proprietary system
• Global evaluation process • Can build new sites in
- Oracle Fatwire
- Salesforce half the time it takes for
- DNN internal deployment
review

54. Multnomah County, Oregon
Situation Result
• Existing Vignette user • Pilot Drupal project
• Difficult to use, lots of • Extended feature set
training
• Turnkey site launches
• Incremental costs for
• Improved site
image resizing, media
performance & uptime
handling, DocMgmt
• Significant cost
• Upgrading sites > 1
reduction
year

55. Community Powered. Innovation.
more capabilities
flexible architecture
faster time to market
better value

56. You Can Help This Year!
Gartner Magic Quadrants: Global 2,000
• Web Content Management • >1,000 employees
• Social Software in the Workplace • >$1B revenue
• External Social Software
Communities with:
Forrester Waves: • >5,000 active users
• Web Content Management Wave • >250,000 members
• Community Platforms Wave

57. You Can Help This Year!
Real Story Group
• Analysts - Tony Byrne, Adriaan Bloem, Kas Thomas
• feedback@realstorygroup.com
Econsultancy in UK
• Global CMS Report
• E-Commerce Platform Buyer’s Guide
Idealware
• Open Source CMS Report - for Non Profit sector
IDC
• Covers both WCM and Social Software
• Mike Fauscette, @mfauscette
Altimeter Group

58. Thank You
Contact:
Bryan House | bryan@acquia.com | @bryanhouse

59. What did you think?
Locate this session on the
DrupalCon Denver website
http://denver2012.drupal.org/program
Click the “Take the Survey” link.
Thank You!

60. Drupal Social Publishing Platform
Open source, social publishing phenomenon.
Market Size [1,000,000+ sites]
Innovation [15,000+ modules]
Community [700,000+ members]
[ “… is as much a Social Software platform
as it is a web content management system.”
]
Real Story Group, The Web CMS Report 2010

61. Real Story Group
2009 Categorization 2010 Categorization
Complex Enterprise
Enterprise
Platform
Upper-range
Upper-Tier
Platforms
Mid Market
Mid-Range Platforms
Mainstream
Mid Market
Mid-Range Products
Challengers
Hosted Services
Commercial
Simpler Products
Open Source
Community
Open Source

62. Real Story Group
2009 Categorization 2010 Categorization
EMC Documentum,
EMC Documentum, Vignette, Complex Enterprise OpenText Vignette, IBM,
Enterprise IBM, Interwoven, OpenText,
Oracle Platform Autonomy / Interwoven,
Oracle
Percussion, CoreMedia, Day, Percussion, CoreMedia, Day,
Upper-range
Upper-Tier FatWire, Mediasurface, SDL FatWire, Mediasurface, SDL
Tridion Platforms Tridion
Drupal, Hippo, Refresh, Atex
Polopoly, Alterian CME,
Mid Market Ektron, Escenic, Ingeniux,
Microsoft, PaperThin, Sitecore Mid-Range Platforms Microsoft, Open Text Web
Mainstream Solutions, Plone, Sitecore,
Typo3, Vyre
e-Spirit, Hannon Hill, Refresh, Clickability, CrownPeak, e-
Mid Market TerminalFour, Alterian, Enonic, Spirit, Hannon Hill, Refresh,
EPiServer, GOSS, Lyris, Mid-Range Products Ektron, Escenic, eZ Publish,
Challengers
Telerik, Vyre Ingeniux, Enonic, EpiS,
GOSS
CrownPeak, OmniUpdate,
Hosted Services Clickability
Alterian CMC, Wordpress,
DotNetNuke, Joomla,
Commercial Alfresco, Hippo, DotNetNuke,
eZ Systems, Magnolia Simpler Products Kentico, OmniUpdate,
Open Source OpenCMS, PaperThin,
Telerik, TerminalFour
Community Drupal, Joomla, OpenCMS,
Open Source Plone, TYPO3

63. Real Story Group
2009 Categorization 2010 Categorization
EMC Documentum,
EMC Documentum, Vignette, Complex Enterprise OpenText Vignette, IBM,
Enterprise IBM, Interwoven, OpenText,
Oracle Platform Autonomy / Interwoven,
Oracle
Percussion, CoreMedia, Day, Percussion, CoreMedia, Day,
Upper-range
Upper-Tier FatWire, Mediasurface, SDL FatWire, Mediasurface, SDL
Tridion Platforms Tridion
Drupal, Hippo, Refresh, Atex
Polopoly, Alterian CME,
Mid Market Ektron, Escenic, Ingeniux,
Microsoft, PaperThin, Sitecore Mid-Range Platforms Microsoft, Open Text Web
Mainstream Solutions, Plone, Sitecore,
Typo3, Vyre
e-Spirit, Hannon Hill, Refresh, Clickability, CrownPeak, e-
Mid Market TerminalFour, Alterian, Enonic, Spirit, Hannon Hill, Refresh,
EPiServer, GOSS, Lyris, Mid-Range Products Ektron, Escenic, eZ Publish,
Challengers
Telerik, Vyre Ingeniux, Enonic, EpiS,
GOSS
CrownPeak, OmniUpdate,
Hosted Services Clickability
Alterian CMC, Wordpress,
DotNetNuke, Joomla,
Commercial Alfresco, Hippo, DotNetNuke,
eZ Systems, Magnolia Simpler Products Kentico, OmniUpdate,
Open Source OpenCMS, PaperThin,
Telerik, TerminalFour
Community Drupal, Joomla, OpenCMS,
Open Source Plone, TYPO3