To be honest (and let me explain this) I do not believe XOOPS is any match comparing to other CMS's.
Xoops is a very good CMS starter, it's basic, it's got what a basic CMS needs and it's a good CMS to let starters understand what a CMS does.
But if you compare XOOPS with for instance PostNuke it lacks a lot of things and there's a huge space to grow. More and better modules, a better grading system... I know some of these points are being tackled and I hope these will work out for the best.
I use XOOPS on several sites myself, mainly because of the easy way XOOPS works. That doesn't mean I adore Xoops, I see a lot of room for improvement. Never the less XOOPS is an ideal system for smaller sites, commercial and non-commercial.
Like I said I think XOOPS is the best CMS for starters and maybe that's a good focuspoint to market on. Make XOOPS the best userfriendly system for a starter, that'll maybe mean that to focus of growth doesn't look at minor developments of the excisting system (Xoops 2.1 may be a good ending in development) and start developing good and new modules. Looking at other systems, what's their strenght, what can be adopted to Xoops, why do users really want to use Xoops, what do they expect...
First point to make XOOPS better should be a survey. Asking users of XOOPS what they like and dislike, what they need and do not need, what they think should be developed and which way XOOPS should turn.
Don't be affraid of critics, they will show you the points you can improve on! Maybe it's an idea to open a special forum for critics. Don't let the Xoops-staff answer to those posts, just let the users argue. This way you'll get a better insight in the problems of XOOPS and directs to points of improvement.
BTW: Herko and Rowdie: what about the Q: 'is XOOPS good enough to be in the top?' That's a question ppl ask and maybe answer by saying 'No'. Like I said before there's room for improvement and maybe that improvement needs to be done before you can promote a really excellent and good product.
I think XOOPS is a good product for ppl who start with CMS, focus on that, there's a good base of users and developers. A good product will sell itself, like XOOPS does now, but give it time. Development and promotion go hand in hand.
But let me be the first to make and put a 'powered by Xoops' banner on my site, so you'll understand my good intentions.
(Do not leach this image, you can copy it for free!!)
This is my 5 cents...