The key point to remember is that headless isn’t a product, but a feature within an enterprise-class CMS platform. The line between coupled, decoupled and headless can be blurry, and an implementation will often employ more than one architecture. A hybrid scenario is common. Organisations will still need a mature CMS platform that will let teams create, manage and approve content in relation to having headless capabilities.
Marketers should still use the CMS that is best for collecting content and enabling editorial workflow — then they can take advantage of headless capabilities to deliver that content via whichever marketing channels they choose. Episerver allows for both: traditional coupled website delivery, and headless/decoupled API delivery. Episerver is headless when you need it to be, and a fully-featured coupled CMS when you don’t.
A decoupled CMS presents many great opportunities to companies, but it is only one part of a holistic solution. The goal, ultimately, is to deliver the right content, to the right user, on the right device, to meet the demands of the modern customer experience.