When Digital Marketing Meets Open Source [May 27, 2014]
By Rohan Pearce
The chief marketing officer of Massachusetts-based Acquia wants to take the open source message to other marketers
It's a product that actually costs nothing, is up against entrenched competitors, and exists in a category that enterprises have in the past been wary of. All in all, marketing open source to marketers was probably never going to be an easy job.
So you might forgive Tom Wentworth if he was a little wary of taking up the role of chief marketing officer at Acquia. But the CMO says that when he received a message from a recruiter asking if he was interested in the position, he jumped at the chance. "I couldn't have dialled back the number faster when I saw him asking about Acquia," Wentworth says.
Wentworth took up the role at Boston-based Acquia about 17 months ago. The company provides software and services based on Drupal: The open source content management system which the federal government has indicated it is likely to standardise on for a whole-of-government CMS.
Although it is Wentworth's first experience at an open source company, he has held marketing roles in other content management software vendors.
Before Acquia, he was CMO at Ektron, and prior to that he was Web solutions evangelist at Interwoven, which was acquired in 2009 by Autonomy — which itself was snapped up by HP in 2011 (a somewhat fraught acquisition.)
"I've been in the content management space for about 15 years now," Wentworth says. He joined Acquia in December 2012.
The decision to join Acquia was a "if you can't beat them, join them", Wentworth says. "As somebody's who's been in the market for so long, I saw the clear shift to open source and I saw the disruption that Drupal was having in the market and really wanted to be a part of it.
"I think when I look at the future of integrated digital experiences and how I see CMOs changing how they adapt digital technology I think Drupal is so strongly suited for that that I had to find a way to get here."