A digital team of excellence is what you need
Over the past year the J. Boye groups on web management, strategy and governance have spend much time discussing the role of their team. The discussions mostly stem from the positive fact that most enterprises have become more mature in their use of digital media. However it also raises a few potential issues for the web manager:
- What is the justification of a central web team when all other business units are integrating digital activities naturally and competently?
- With emerging new opportunities in the area of digital media, where does the responsibility of the central web team end? For example: Is social media part of marketing, communication or PR?
- How important is experience, when your area of expertise is changing quickly and the job market is flooded with people who have actual degrees in E-commerce and Online Marketing?
The need to redefine the role of the central web team is pressing for an increasing number of web managers and some are acting.
Lars Bøgner from Leo Pharma has more than 10 years experience from classical corporate web teams. This year he renamed his team to the “Digital Center of Excellence” and whenever he talks to his peers about it, they envy him. Come listen to his talk “The end of the Web Team as we know it” at the Digital Strategy and Governance conference track at J. Boye Aarhus 11 conference in November and understand why.
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