Finally after 15 years, the Business Case for the CMS investment is real, and not some mythological concept. Not only are operational efficiencies possible (and very likely for most organizations), but most importantly, the CMS can be a driver for online revenue for the organization. This can be accomplished through a more dynamic and personalized user experience, quality/optimized content, more timely & relevant content for customers, and enabling customers to actively participate in the online conversation through Web 2.0 and community functionality.