thefunnel

Internet / Web governance – Who’s in command?

One of the topics frequently debated in marketing (but probably in other functions as well) is that of the role of the Internet to a business, and how the Web and decisions related to the Web should be prioritized and governed, in addition to what the most effective organizational structures are to fully utilize the Web.

Read more….. Internet Web Governance

This one is a continuation to a couple my earlier posts in relation to the different functions of marketing. On it’s simplest level some organizations have a hard time figuring out where to draw the line between outbound and inbound marketing, in addition to understanding how tasks should be split up between “creating value”, “providing value” and “communicating value”. Not intentionally, but in large organizations, with a lot of change, if roles and responsibilities aren’t clear it will create a problem. But things gets more complex than this, because marketing also interacts with both sales and business development and there’s the grey zone between marketing – sales, sales – business development, and business development – marketing, as illustrated. I think the obvious areas that warrants some more conversations are: The role of marketing in customer retention activities versus sales as a “farmer” function. The role of sales as “hunters” versus a business development function. The role of a business development function as a “value provider” or “value communicator” versus inbound marketing or marketing communications. The sweet spot is in the middle where you have a good balance between marketing, sales and business development.