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Who owns the website strategy within your org? PMM, Demand Gen, Design, etc? Assuming all are involved, but curious about who drives for you. Which models work well?

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4 Answers
Stakeholder Management
  1. Kevin Garcia
    Kevin Garcia

    Anthropic Product Marketing Leader • 3y

    I've seen this play out a few different ways: PMM owns content, Design owns design/dev, Marketing ops owns analytics/reporting PMM owns content, Web team owns design/dev/project management/analytics/reporting Brand owns content, PMM assists, and other teams own other things I'll start off with a few lessons learned: If you try to be the gatekeeper of the website, you will eventually become the bottleneck of the website Not all web pages are the same, and some are just not worth your time and ene ...Read More

    2,534 Views
  2. Thomas Dong
    Thomas Dong

    Agora VP of Product Marketing | Formerly NetSpring, Heap, Couchbase, OpenText, IBM • 5y

    Whoever controls the budget for the website owns the strategy, and that is typically Demand Gen since the website is the foundation of digital marketing. However a corporate website serves many different audiences and purposes, thus the role of the web manager is to coordinate the requirements of multiple stakeholders, including PMM (product pages), Business Development (partners page), Finance (investor relations page), HR (careers page), etc. As the driver of GTM strategy, in addition to the p ...Read More

    2,285 Views
  3. Tracy Montour
    Tracy Montour

    HiredScore Head of Product Marketing • 3y

    The role PMM plays in the website depends where PMM sits in your organization. If PMM sits within marketing, they may own website metrics, budget, and responsibility but if PMM sits in product, they will likely have to work with marketing on website updated and iterations. Whichever is the case for you, ensure the website has a clear owner so that you can partner with them and that there are clear R&R for updates and measurement. 

    772 Views
  4. David Bressler
    David Bressler

    BackBox Director, Product Marketing | Formerly TIBCO, Actional, Progress, Software AG, Layer 7, Axway, BCware • 2y

    At the small companies I've been in... it's usually demand gen that owns the website with PMM contributing heavily in terms of content ownership (that includes creating structure, creating content for pages, and blogging). This works really well, though the design part could be owned by any part of marketing equally well. Working with an outside agency, design is more about project management than it is about having creative people on the team directly. Demand gen and PMM parter on SEO. At large ...Read More

    413 Views

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