Web team - a service department or business critical tool

Web team is a subsidiary or service department to implement other ideas or it is a marketing tool or business critical tool?

 

In early days when websites were managed and control by IT department, website served as a subsidiary of IT department like computers, network or databases. Web was just a tool to use as a business card for various departments. To some extent it also helped to maintain company presence at internet world. 

Gradual progress in web technology enhanced web worth to manifolds and web became useful marketing tool which was capable to enhance business opportunities, web was considered as a tool for establishing organization reputation. That’s why most of the organizations shifted management of web team from IT department to marketing department. Web team was working as subsidiary of marketing department and followed ground rules established by functional managers, who probably didn’t have required knowledge and experience of web technology.

Web team and Website as business critical tool

Today, we are living in an era where websites are equally important to produce business opportunities like sales team. This enabled web to work as an integral tool not only to enhance business opportunities but also help sales function to produce business opportunities. In short website is not only a marketing tool rather it becomes a business critical tool. However, to take maximum benefits, web must be tightly integrated with business objectives not marketing objectives.

Marketing primarily focuses to build company reputation and works to enhance business opportunities after investing money whereas business focuses to produce more and more business opportunities and generate revenues. For a business critical website web subsidiary role as marketing tool is no longer effective. In order to fulfill its role as business critical tool to produce more business opportunities, web team should be considered as an independent body. Being a strategic tool, web takes input from business and marketing to develop effective digital policies to produce and enhance business opportunities.

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