26 August 2010 22:02pm
Do you think a ecommerce manager should report to the marketing or it director for a pure play? I think if you give marketing a free reign on the website could overlook some of the tech issues and IT could overlook the marketing side. It feels like 50/50 to me, but that would cause logistic issues.
What are your thoughts? How have other companies solved this?
CEO at Econsultancy
27 August 2010 11:15am
Obviously 'it depends' but I'd say almost certainly not the IT Director. Either the Marketing Director or the CEO.
There's a whole section on different team structures in our Managing Digital Channels Best Practice Guide
Digital Marketing Manager at BenAcheson.com
01 September 2010 16:00pm
Marketing is a core function. Technology is a support function. The technology should always support the business. So the marketing function is the customer of the IT function.
Any business that hopes to understand its market and engage with it should be marketing-led. The technology is important and must be managed effectively - but only as the enabler of business strategy. Not for its own sake.
So e-commerce should report to marketing and be properly integrated.
Free market research on digital marketing
Daily Pulse: award winning newsletter
It takes 30 seconds to register