Thursday, January 7, 2010

who has control of the budget to make changes and enhancements to the company website, IT or Marketing?

Jeff Antaya, CMO and member of the Chief Marketing Officer Group on LinkedIn, asked that question.  Lots of answers - 67... and growing. I contributed these thoughts...based on my experience with Marketing and working closely with IT in developing the internet and intranet presence for the company. 

Bilateral; co-ruled, co-chaired; IT owned the technology portion of budget; the infrastructure functionality - everything "behind the curtain" to make the user experience enjoyable, build-out requirements and actual implementation. Marketing needs to drive the site; defining feature requirements, control content, conceive the 'big' strategy and own "the plan". Even if IT didn't have 'budget' to create all the bells & whistles (in lean times) that Marketing might want, Marketing still had to come up with something useful, usable... and worthwhile as an interim solution. Often, when IT would enhance or upgrade functionality (and/or features) --- Marketing could work with that by way of customer experience and customer focus groups. I see it as a mutually reinforcing relationship.

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