Many web services departments report to marketing. This was a natural step in the evolution of web services within a company. Marketing the enterprise via the web is a very key strategy. But has the time come to move to the next point in the evolution?
Here I go putting my foot in my mouth – maybe even both feet! This thought came to me the other day…web services as it’s own department or even division reporting to the executive via a COW or Chief Officer of the Web! Maybe CWO, Chief Web Officer would be easier to handle!
Web services has many great offerings to the enterprise as a whole. Limiting them to Marketing prevents them from contributing to the strategic needs of all departments and business units.
The only way an enterprise can leverage the ultimate potential of the web, web 1.0 or web 2.0, is to have web services step out of Marketing and into the mainstream. By the way – not to IT Services, but on their own. IT Services would become another client of web services such as marketing, sales, production, finance, HR etc will be their clients and recipients of the benefits of web technology and strategies.