Question

Topic: Strategy

Fighting Over The Web!

Posted by Anonymous on 4/7/2008 at 6:21 AM ET 125 Points
Hi.

I work for a large retail organisation in the UK as a web marketing manager. However, it is a real battle to get things done as our IT department are constantly trying to take over any web development. We see IT as providing a service with me/my manager providing strategic direction and marketing for internal clients.

Currently IT write the process and we have an input. Our IT department also has a very poor reputation for delivery, resource, web knowledge, and client interaction.

Even senior managers (mostly alpha males) are constantly undermining what my department does and trying to wrench control or bypass us all the time. It is really demoralising and draining and I end up fighting to get my job done.

Does anyone have any advice on how we can overcome this and formalise a web strategy with very clear boundaries for all managers and staff to follow? Is it worth considering using an external consultancy?
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RESPONSES

  • Posted on 4/7/2008 at 6:43 AM Member
    I think you are in wrong place. rethink your decisions to continue
  • Posted by Harry Hallman on 4/7/2008 at 8:09 AM Member
    This was very typical in the past when the Web was such a mystery. It is getting better and the company you work for sounds like a vestige from 1996. If your management can't see that then perhaps you need to find a company that does.
  • Posted by Jay Hamilton-Roth on 4/7/2008 at 8:46 AM Accepted
    Create a clear strategy roadmap, by meeting with the various "stake-holders". The roadmap would include the whole range of activities that your company does, and a clear delineation of which group does what-when.

    The problem you're having is that there's not a clear plan, so that everyone is doing what they want (or think they need to do). Also, consider a CRM-solution, to track the whole process. This will allow everyone to get the necessary reports/statistics and measure the various team's effectiveness on the strategy roadmap.
  • Posted by darcy.moen on 4/7/2008 at 9:12 AM Member
    I would tell IT to install a content management system and an e-commerce application, then they can do what they do best, baby-sit servers and be involved in complex code writing when needed.

    You will be free to administer, create, update content as you need without having to call in the geeks very often.

    Its a handy way to separate and define the roles between the two departments while allowing both to focus on their core responsibilities.
  • Posted by joshuacrumbaugh on 4/7/2008 at 11:06 AM Accepted
    Darcy,

    I was in a very similar situation just two months ago. I still work for the same company, but have taken back control. The first key is to be willing to do whatever it takes to get control back. My guess is if your seeing this at work it has progressed pass the 4 walls of the employer you work for. This can be very demorilizing and feel like the harder you try the more control you're loosing. You need to get yourself to a place that you know you have a little wiggle room with management and just start taking back control. Don't ask just take. If you're worried that you don't have enough kevlar to protect your job than you have to take baby steps. Start by sending your boss a time sensitive email letting him know what you plan to do. Don't ask just tell him you'll be implimenting this at X time and if he has any questions/concerns to get with your prior to that time. Don't give him too much time either. When you get to "X" do it. Impliment it, you've now got implied concent from your boss. It's hard, but you can make it happen and I promise it will be the best thing that you've ever done for yourself. Also use positive affirmations daily. They may sounds like a crock, but they work when you believe what you're telling yourself.
  • Posted by saul.dobney on 4/7/2008 at 1:40 PM Member
    Who holds the budget - you or IT? If internal isn't delivering get some external experts in - build a case for improvement (benchmark against competition, customer reaction, cost of sales etc). Set some targets and budgets and a project for the internal team to pitch against external suppliers.

    If you have no budget and no political power or upstairs support then quit - you're in the wrong job. There are plenty of other people who need good web marketers.

  • Posted by Tracey on 4/7/2008 at 8:46 PM Accepted
    I agree wholeheartedly with Jay. This is a very common problem, so I wouldn't say that you need to jump ship... you can work through this problem.

    First, do you have a marketing plan with objectives? Share that with IT. ASK for their input on IT tactics to meet your objectives. As I see it, your role lies in figuring out the objectives and marketing tasks. IT's role is to choose the best technological solution to meet your needs. Basically, tell them what you need and let them figure out the solution.

    Before you argue with IT on their ideas/solutions, make sure you have:

    - Communicated your objectives (the earlier the better)
    - Gotten input from them on the best way to work with them and when they want to get involved
    - Learn about the solutions they propose, and alternatives
    - Gotten input on other IT concerns that may conflict with your objective (e.g., we want to give customers a website portal but IT is concerned about security)... these concerns may need to be weighed by management above both of you.

    Put together a project plan that includes IT, just like you would put together any thorough plan -- include objectives, tactics, timeline, action items, roles & responsibilities, and get everyone's buy-in. If they don't buy in, ask them what their concern is and address it.
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