false 10090 econsultancy_xml That's a great checklist of core competencies you need in the team. In the Web 2.0 world, I think for many businesses there also needs to be a reputation management role looking at generating positive PR and identifying / working with partners as well as managing forums/etc. This often isn't picked up by other PR/corporate comms teams elsewhere in the organisation, but is so important to digital.<br /><br />The challenge for the smaller business is if you just have one or two digital specialists, what can they cover and what do they miss out? Often it is 6 and 7 on your list, the analytics that are missed, but I'm hearing from the interviews in this stage of the research, that devoting time to these is important to getting the best results from the digital channels. Alternatively using resource in Finance or analysis teams tp develop models, review performance.<br /><br />Many larger businesses now have one person focused on these who is independent from the acquisition, conversion, retention specialist functions, but whose role is to improve performance across all of these areas through mini-projects on / across each. So smaller companies have to make time for the report, learn, refine too - and the successful ones do.<br /><br />Good point on aligning the team against strategy and objectives too. We will have more focus in the new report report on best approaches for developing goals and strategy.<br /><br />Dave <a href="http://www.davechaffey.com/news">http://www.davechaffey.com/news</a> <FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/">That's a great checklist of core competencies you need in the team. In the Web 2.0 world, I think for many businesses there also needs to be a reputation management role looking at generating positive PR and identifying / working with partners as well as managing forums/etc. This often isn't picked up by other PR/corporate comms teams elsewhere in the organisation, but is so important to digital.<LineBreak /><LineBreak />The challenge for the smaller business is if you just have one or two digital specialists, what can they cover and what do they miss out? Often it is 6 and 7 on your list, the analytics that are missed, but I'm hearing from the interviews in this stage of the research, that devoting time to these is important to getting the best results from the digital channels. Alternatively using resource in Finance or analysis teams tp develop models, review performance.<LineBreak /><LineBreak />Many larger businesses now have one person focused on these who is independent from the acquisition, conversion, retention specialist functions, but whose role is to improve performance across all of these areas through mini-projects on / across each. So smaller companies have to make time for the report, learn, refine too - and the successful ones do.<LineBreak /><LineBreak />Good point on aligning the team against strategy and objectives too. We will have more focus in the new report report on best approaches for developing goals and strategy.<LineBreak /><LineBreak />Dave <Link URL="http://www.davechaffey.com/news" Window="Self">http://www.davechaffey.com/news</Link></FormattedContent> 2008-02-13T08:15:23+00:00 true 2659 8594 109582 2008-02-13T08:15:23+00:00