In a perfect world all of a company’s web based marketing and online communication initiatives would entail an integrated, multi-disciplinary approach involving almost every facet of the organization happily working for the greater corporate good. Marketing and Product Managers would steer the message, the IT and Web Team would provide guidance, implementation, and support, with input collected from other relevant divisions – Customer Service, Research, Sales, Finance,etc.
Unfortunately it is a rare organization that can informally achieve the level of collaboration required across various departments and spheres of influence to accomplish this state of being. The more typical approach is to assign “ownership” of different facets of the online presence to different levels of the company, and have them sort out the best methods of implementation through some combination of internal and external resources.
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