Any Content Management System (CMS) needs to be customized to a particular institution's requirements. This customization is not solely a technical matter, and hence needs to have someone wearing both the technical and user hats to define how the product should work at all stages of the CMS product within the organization. 

In other words, you need a product manager would do the following:

• Define how the content publishing process should work
• Work with internal training, documentation, technical support, and the technical implementation teams to successfully deploy and maintain a high quality solution
• Clearly articulate the product to the internal user community, including how new features of the core product impact them (for instance, if you are using Documentum, then how changes to the core Documentum product will affect them)
• Evangelize the tool (especially for initial migration)
• Regularly interact with the user community to hear their concerns and suggestions

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