The 'old order' has changed, with no traditional systems vendors included in this year's Gartner Magic Quadrant for web content management.
Vying for top positions are Adobe - remember when they just made design and imaging software - and newcomer Sitecore, which leapt vertically to top position for 'ability to execute' among the vendors evaluated.
The two are also close on the 'completeness of vision' axis, where Adobe is slightly ahead.
The Gartner 2015 WCM report looked at 19 vendors, delivering insights for those looking to optimise digital marketing platforms for a better customer experience.
Sitecore says its Experience platform - built "from the ground-up" as a single, connected solution - delivers automated, flexible, and predictive customer experience management.
Among newcomers is Hippo, whose CMS is the only open source Java technology in the report.
Earlier this year, Adobe was named as a leader in the Magic Quadrant for multichannel campaign management, the second consecutive year it had been ahead for completeness of vision.
Gartner's Mick MacComascaigh and Jim Murphy say web content management remains a vibrant and growing market, "fuelled by the aspirations of digital strategists on the demand side and continuous innovation on the supply side.
"IT application leaders, marketers, digital experience specialists and merchandisers all now view WCM as mission critical."