Enterprise Content Management Software | WordPress VIP

Choosing enterprise content management software isn’t usually on your senior leadership team’s agenda, but they care a lot about what happens once it’s deployed.

A CMS affects everything from how quickly your brand’s message can get out to how well your website handles incoming traffic and fends off cybersecurity threats. It’s how many prospects first discover an organization, and where customers turn when they want to buy more or seek support. It’s where workplace culture is showcased, and quarterly earnings statements get posted.

In that sense, your brand’s website isn’t just a marketing channel, but a reflection of enterprise priorities across multiple business functions. Each member of the C-suite may look at the site with different goals, key performance indicators, and frustrations.

Developing a site that pleases everyone is hard. Choosing enterprise content management software may be the first step, but many brands then turn to UserTesting to assess the quality of the experience they’re delivering on their website. We recently sat down with UserTesting’s CMO, Johann Wrede, and he noted how website design has turned into something of a team sport within the C-Suite.

“Each of them looks at our web property as the face of our brand, but for different reasons,” he said. “The Chief Strategy Officer is thinking about how investors and potential acquisition targets will feel when they come to look at us. Our Chief Transformation Officer is thinking about, ‘How will potential employees think of us?’ Our go-to-market team is thinking, ‘What will customers or prospective customers think?’”

With AI answer engines reducing referral traffic to brand websites, Wrede suggested it’s becoming even more important for senior leadership teams to make the most of every visit. That’s why seeing the site through their eyes can help inform where digital investments go next, and why it’s time to think beyond the traditional tech stack.

The executive perspectives: what each leader looks for

Imagine sitting in a boardroom with a full complement of C-suite leaders.

You’re making a presentation about the future of your digital strategy, and what that means for owned properties in particular.

You move to a slide that brings up your site’s home page.

Here’s what’s likely going through their minds:

What they notice: Clarity of brand vision, competitive differentiation, proof of innovation.

Not every enterprise has a dedicated chief strategy officer. In some cases, it’s the CEO. According to recent Conference Board research, CEOs rank business model changes as the No. 1 priority for boosting business profitability in 2026, cited by more than half of those surveyed. That means many organizations are approaching the market in a new way, a shift the website needs to properly capture and celebrate.

What they expect: Strategic alignment between web content and long-term business priorities.

It’s not just important to keep product pages up to date. Everything published on the website, from the “About Us” page to the FAQ sections, should outline the journey the company is taking to achieve its most ambitious goals.

Insight: A website that connects thought leadership with enterprise direction builds strategic confidence.

Enterprise content management software with modular, highly templated, block-based themes makes it a lot easier to develop a website that illustrates your brand’s business model changes to the wider world.

What they notice: User experience, cross-platform consistency, ease of updates.

Some websites are the digital equivalent of the left hand not knowing what the right hand is doing. One section can be dynamic and engaging, while others look like they haven’t been touched in years. If every significant change becomes a huge to-do for the dev team, however, transformation quickly stalls.

What they expect: A digital presence that adapts as fast as the organization does.

In its State of Transformation Report, Broadridge found more than a quarter of business leaders (27%) wished for “a single platform to be used front to back, across regions, asset classes, and functions.” That describes an enterprise-grade CMS in a nutshell: it provides as much value to employees as to end customers, especially if it can support multiple websites.

Insight: Websites must demonstrate operational agility — not just polished design.

There’s nothing more agile than enterprise content management software based on open source, which helps avoid vendor lock-in and allows you to customize your site based on a vast ecosystem of partners. This becomes critical for preparing your site to support conversational AI interfaces and boost visibility for your content in AI search tools.

What they notice: Clarity of messaging, lead flow, product storytelling.

A 2025 survey from GTM Strategist found inbound remains the most common GTM motion, especially among companies with higher revenue. Websites are obviously core inbound channels because they attract visitors via SEO or answer engine optimization (AEO), rather than interrupting them with ads or having sales reps cold call them.

What they expect: A frictionless journey from awareness to engagement.

Great content doesn’t matter much if your website keeps crashing, or pages take too long to load. That’s why GTM leaders may want to know you’re selecting enterprise content management software backed by premier professional services and agency partners.

Insight: Marketing and sales alignment surfaces first — or fails first — on the website.

The GTM team doesn’t just want to see more and better content on your site. They want to understand how it performs and converts leads into interested buyers. Make sure your CMS offers a 360-degree window of engagement across content, channel, and even creator.

What they notice: Redundancy, inefficiency, or content sprawl that inflates costs.

Many websites are patched together with outdated CMSes and point solutions that could break down or become obsolete at any time. Finance leaders want to avoid disruptions that would impair business operations, potentially disappoint customers, or force staff to work overtime.

What they expect: Clear linkage between digital investment and measurable business impact.

Deloitte’s 2026 CFO report found nearly half (49%) of finance cite automating processes to free employees to do higher-value work as a top priority. That aligns with what many believe agentic AI will offer, but it also speaks to the built-in automation already available in advanced enterprise content management software.

Insight: Operational simplification through smarter infrastructure signals fiscal discipline.

Return on investment (ROI) is a critical metric for CFOs. Fortunately, ROI of up to 415% is possible when you adopt the right CMS.

The shift: from “tech stack” to “business stack”

Of course, the list of senior leadership titles could go on, but the bottom line for CMOs is to take into account all the varying needs of your peers as your brand’s website evolves.

This becomes easier to do when you start thinking less about a tech stack, which is really a conversation about the various tools you deploy, and start thinking about a “business stack.” The latter suggests a focus on the outcomes your technology investments will help you achieve, whether that’s in finance, the GTM function, or other lines of business.

In a business stack, a CMS is not simply digital infrastructure to publish and manage content. It’s the foundation of cross-functional alignment because all the content — whether on the career page, in an investor section, or on a customer portal — represents invaluable intellectual property.

2026 Action plan: building a business-aligned digital foundation

Beyond just recognizing how various members of the C-suite see your website, take action to get everyone on the same page:

You may hear feedback from functional business leaders in a meeting. You may not. Take a proactive approach to seek out their input on how they see the website supporting their team’s mission, and how well it’s delivering on those expectations today.

Marketing teams have no shortage of KPIs. So do sales teams, finance teams, and those leading transformation efforts. See whether your metrics overlap with others, and identify any gaps where you may need to analyze website performance differently to provide the digital presence everyone wants to see.

The pace of change in most organizations isn’t slowing, which means website changes are likely to become more frequent. Growth could also lead to website proliferation, with content localized by geography or aimed at specific verticals and customer segments. You should aim for enterprise content management software that gives you breathing room to accommodate needs you can’t predict today.

Making your website a shared enterprise asset

A website is no longer solely “marketing’s domain.”  It’s every executive’s window into business performance, and to some extent, they want it to mirror their specific priorities.

The right CMS empowers you to deliver personalized value across these functions without sacrificing governance or agility. It’s worth taking the time to talk to experts and demo solutions that you haven’t considered before.

In 2026, success will belong to marketing leaders who think in business stacks, not just tech stacks. And they’re the ones the entire senior leadership team will look to as organizations take their next bold leap forward.