It is really the next generation data management. Typically, you have a lot of back end systems that hold TASS information, etc. Everything that doesn't have to be real time is managed in the content management repository. Everything that is real time or your transacting goes through the commerce engine. The common platform is the pipeline for delivering content to any and all Web sites or initiatives.
Content management is the foundation.
You want to surface the information you want you don't want to chip down into that ice burg looking for the site. If you look at content management it is more than throwing content into a repository, it is a layered process. You have the content repository and media data, which is a description about that content, and you have site architecture, how your site navigates and on top of that you have language and globalization, all of which are being used by delivery mechanisms. So rather than face all the external applications with your systems of records, you're basically taking all these finished goods that are created and all the work applications, lotus notes etc. and working with people to create some deliverable. This deliverable is the one you want to move out to your Web site.