Does your marketing team own your company’s website? Here’s why it should.
We all know the breakneck speed at which marketing moves. Just when the industry zigs one way, the target audience zags in a different direction. For marketers, this hectic pace forces them to do whatever’s necessary to keep their message relevant and visible to the public at all times.
A company’s brand is its calling card, and it needs to have a consistent and creative voice across social media and all channels of value. The most essential of those platforms and the most visible of those channels is the same at every company — the website.
Because of that importance, we at Pantheon believe that marketing should own the website. IT and design can have their respective input, but marketing should work collaboratively with those two departments to help shape their final outputs.
The website is any company’s go-to vessel for its marketing initiatives. It’s the company’s lifeline and news ticker — and it’s where conversions are made (or fail). Marketing should be at the controls to manage a website and ensure all moving parts align to achieve any organizational goals.
Lift Silos to Unlock Your Website’s Potential
Marketing is a traditionally segmented discipline. Even with several teams working under the umbrella of a single marketing department, there may be little to no collaboration, which leads to an accumulation of costly and redundant tasks.
For a marketing asset as valuable as a website, optimization is critical. No resource can afford to be wasted, which is why a break from the status quo and a commitment to an agile digital marketing process can be a game-changer.
An agile framework does away with traditional silos and focuses on cross-departmental collaboration to spark efficiency. One department — in this case, marketing — would have oversight and constant collaboration with every potential touchpoint in a project. Instead of waiting in a queue for IT to make needed changes from marketing and/or design, all three teams work together to ensure each department is moving toward a common, agreed-upon destination.
In website management, this philosophy is called website operations, or WebOps. And with marketing taking ownership, it’s a direct line toward a seamless website.
Let WebOps Lead the Way
When individual teams stop and examine site management and design, momentum slows and innovation fades. With WebOps and the marketing team overseeing things, however, the site’s forward motion and innovative possibilities don’t halt.
WebOps puts the website under the purview of one organizational team, which performs end-to-end project oversight and maintenance of the pages. Furthermore, WebOps teams deploy automated solutions for regular issues such as system backups and regression tests. This frees their cross-functional teams to analyze data and use it to make strategic updates.
Embracing this new mindset means embracing the agile principle of broken barriers. A well-run website benefits everyone; by displaying the roles different teams play in its success, those barriers crumble more easily.
Let’s say, for instance, that a company wants to get an internal website redesign completed with as little disruption as possible. With marketing in charge, the department can convey its approach to developers and designers to ensure that message comes through properly on those fronts. And when analytics indicate a facet or piece of content on the website isn’t connecting, the WebOps team comes into the fold to attack the problem from every angle to find a solution.
WebOps enables a 360-degree view of what a website can and should be. As a company’s most significant marketing driver, the site should be in marketing’s hands to maintain the vision and purpose in a dynamic and fast-moving environment.
Is your interest piqued about how Pantheon and WebOps can boost your website’s success? Click here for a demo!
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