A few years ago, CMS evaluations were largely driven by technical requirements - hosting specs, security protocols, integration architecture. That’s not how it works anymore. Today, the brief is just as likely to come from a CMO or a VP of Digital. The questions have shifted, not “can it handle 10,000 concurrent sessions?” but “can my team launch a campaign page without filing a dev ticket?” The website isn't a technical system that marketing borrows. It's a business asset shaped by the teams responsible for the digital experience. AI is accelerating this shift further. Non-technical stakeholders are becoming more comfortable discussing automation, personalisation, and integrations, and increasingly influencing platform decisions. If your CMS evaluation still starts and ends with technical requirements, you may be solving for only part of the decision.

Most enterprise design systems live in Figma. They govern colour, type, spacing, and component behaviour, and then the content team publishes a page that ignores half of it because the CMS didn't enforce anything. The gap isn't the design system. It's the distance between where design decisions are made and where content gets published. Gutenberg closes that gap. When custom blocks and patterns are built to your design system, with role-based permissions that control what editors can and can't modify, every page is on-brand by default. Not because someone reviewed it. Because the system is designed to prevent off-brand output. For CMOs and brand custodians managing multiple properties, this is the real value: marketing moves fast, and the brand stays intact. No bottleneck. No review queue. No "can you check this before I hit publish?” messages.

How long does it take your content team to publish a landing page without developer help?