As a member of the development team at TKG, I work closely with our in-house marketing and IT teams to plan, build and launch websites. One of the biggest decisions we tackle early on is choosing the right CMS. I've been part of those conversations from day one through launch, and I've seen how the right platform can really set a project up for success. I've also seen how the wrong choice can slow things down. Each project has taught me something new about what these platforms are really like once they're in the hands of real teams with real goals.
And what I've learned is this: your CMS choice can either enable your team to move faster and work smarter or create ongoing friction and roadblocks that slow everything down.
Whether you're a marketing leader, IT director or business owner making this decision, let me walk you through the four platforms I've seen the most: WordPress, HubSpot, Drupal and Umbraco.
WordPress: The Familiar Swiss Army Knife
WordPress is the most common CMS I’ve seen used in the wild. It’s flexible, affordable and well-documented. You can get it up and running quickly, which makes it an appealing choice, especially when budgets are tight.
Why it works:
- Huge ecosystem of themes, plugins and community support.
- Open-source and cost-effective, especially at the start.
- Easy for teams to use once it's properly set up and security protocols are in place.
But here’s what we’ve run into:
- Security requires ongoing attention. Plugins and themes need regular updates, and someone must monitor for vulnerabilities.
- Plugin overload is a real problem. Too many “quick fixes” can bloat your site and slow it down.
- It needs regular maintenance. Someone has to own updates, backups and optimization.
Who it’s best for:
Teams that want flexibility, have developer resources available and are willing to maintain the platform long term.
HubSpot CMS: All-in-One for Marketers
We’ve implemented HubSpot CMS for projects where tight integration between website, CRM and marketing automation was critical. And it delivers.
Why it shines:
- Seamlessly connects with HubSpot’s CRM, marketing tools and reporting.
- Easy for marketers to manage pages, forms and content without needing IT support.
- Built-in features like personalization and smart content save serious time.
Where we've had to pause and plan:
- The price tag can be steep, especially as you move up to Enterprise.
- If your team likes deep backend control, the platform may feel restrictive.
- You can’t decouple hosting. Everything stays within HubSpot’s ecosystem.
Who it's best for:
Marketing-heavy teams that want fast, integrated performance without needing much IT involvement.
Drupal: The Heavy Lifter
Drupal has come up when the needs are more complex. Think multiple user roles, workflows, structured content types or multilingual support. It’s not flashy, but it’s powerful.
Why it's compelling:
- Highly customizable. If you can think it, you can probably build it in Drupal.
- Strong on security. Trusted by government, banks and higher education institutions.
- Scalable and robust for enterprise content needs.
Where the challenges live:
- It has a steep learning curve for developers and requires upfront investment in training content editors.
- Projects require more upfront strategy. Success with Drupal depends on thoughtful planning, especially around content structure and user workflows.
- Day-to-day content editing is manageable once editors are trained, but the initial learning period is longer than other platforms.
Who it's best for:
Organizations with structured content and strong security needs that want a reliable, scalable platform supported by an experienced development team.
Umbraco: The .NET-Friendly Option
Umbraco has quietly become a go-to for teams working in Microsoft environments. We’ve used it on several projects where performance, security and deep integration mattered most.
Why we like it:
- Built on the Microsoft stack. Plays well with Azure, Active Directory and other enterprise tools.
- Great performance and stability.
- Developers appreciate the clean architecture and flexibility.
Where to be cautious:
- Umbraco requires more initial development work than WordPress or HubSpot, but with the right development team, it can be tailored exactly to your business needs without the plugin dependencies of other platforms.
- Customization happens through clean, scalable development, not bloated plugins.
- Marketing tools aren’t as native or robust as HubSpot’s.
Who it's best for:
Teams that already use Microsoft tech and need a CMS that fits into that ecosystem without sacrificing performance.
Drupal vs. Umbraco: Picking the Right Engine
If you’re deciding between Drupal and Umbraco, here’s how I think about it:
- Choose Drupal if your focus is structured content, multiple workflows and open-source flexibility.
- Choose Umbraco if you’re already using Microsoft tools and need something scalable and secure with .NET support.
Both require developers, but they’re built for different kinds of complexity.
WordPress vs. HubSpot: Flexibility vs. Integration
This is one of the most common comparisons we run into internally.
- WordPress gives you more flexibility if you have time and people to manage it.
- HubSpot helps you see results faster by giving you one system to handle content, forms, automation and lead tracking.
If your marketing team is already using HubSpot CRM or Marketing Hub, the CMS is a natural extension. But if you want a broader ecosystem or don’t want to commit to the HubSpot world, WordPress can be the better fit.
What I’ve Learned From Working Through All of This
Every CMS project I’ve supported at TKG has started with the same question: what are we trying to accomplish? That’s why choosing the best CMS starts with clarifying your goals. It’s rarely about the platform itself. It’s about how it fits your business. So, before you make the call, here’s what I always recommend thinking through:
- Who's managing the site? Is it marketers, developers or a blend?
- What's your current tech stack? Are there tools you need to integrate with, such as CRM, ERP or an e-commerce platform?
- What content needs are coming down the line? Structured data, dynamic listings, multilingual content?
- How fast do you want to move? Do you need to launch quickly or invest in a long-term build?
- What's your long game? Do you want o own everything in-house or lean on platform support?
The CMS you choose should make your job easier, not harder. It should align with your goals, match your team’s capabilities and leave room for growth.
Need a Second Opinion? I’m Here for That
If you’re feeling stuck between platforms or want someone to sanity-check your thinking, let’s talk. We do CMS audits and platform consultations that are honest, straightforward and based on real-world experience, not feature checklists.
After six years of seeing these projects through at TKG, I know what to look for and how to help teams get the most out of their platform decisions. Let’s make sure your CMS is working for your business, not the other way around. Reach out to TKG for a CMS audit or consultation.
