Open circuit voltage (OCV) is panel output when there is no current draw. Actual voltage of your output decreases with panel shading, current draw, and in times of limited sunshine.
OCV is relatively consistent even as sunlight falls off, so you can wire the two fans to get roughly 10V each through much of the day. The problem is that if you increase load to anything substantial, voltage will be unreliable. A load so small as 10% of panel output would cause voltage sway in moderate and low light conditions. In series fans will run, but the speed at which they operate won't be consistent unless you are drawing
very little current.
A constant current/constant voltage controller will take variable DC and output a steady supply at your chosen voltage. If panel output falls substantially, you'll still get 12V. Only when the output falls below the threshold (typically 1/2 a volt above the target voltage) will the output fall below your target.
Wiring in series is a good solution if you can't get the proper equipment, or if equipment breaks down and you must restore fan operation immediately. It would be a good fallback position, but I don't think you'd want to use it as your primary design. It's not that wiring in series is a bad idea, but rather that wiring in series provides unreliable results when directly wiring from a variable voltage input.
With respect to your pumps, the precise answer requires a schematic. However, centrifugal pumps typically see a dramatic flow rate reduction with a small decrease in voltage. This is because motor torque is not a linear relationship with respect to input voltage. I suggest giving the pumps the voltage they are rated for.
If you want to better understand how solar panels work and the output you might expect in different conditions, try this link:
http://www.wholesalesolar.com/solar-information/solar-panel-efficiency