Two Architectural Camps
Integrated Suites: AEM, Sitecore, Optimizely — CMS + DAM + Personalization + Analytics in one license. Deep integration, high lock-in, $500K-$3M+/yr.
Composable/Open Core: Liferay, Acquia, Contentful, Sanity — Best-of-breed via APIs. Lower license, higher integration cost, source access (Liferay/Acquia).