Ian Lurie // Feb 5 2008
At least once a week, I see an e-mail exchange like this:
Portent: Please make this one change on all pages of your site.
Client: OK, we’ll have that done in 2 months.
Client: Our IT (Information Technology) guys told us it’ll take 2 months.
Portent: We’re asking you to change ‘bumpers’ to ‘buggies’ on the home page.
Client: Well, the IT folks said that’s a big change, and that they’ll have to batch it with 3,000 other changes.
Portent: (Pulls pin in head and explodes)
If you won’t let marketing run the web site and the rest of internet marketing, then it’s your fault.
IT’s job is to minimize risk.
IT’s job is to maintain infrastructure.
IT’s job is to push back when the rest of the company asks for anything not directly related to the previous 2 goals.
If you ask them to become the online arm of the marketing department, you deserve the result: Delays, frustration and poor internet marketing.
Would you ask marketing to do IT’s job and manage the corporate network? Not if you’re sane. So why would you ask the reverse?
You are not saving money by forcing IT to manage the web site.
You’re losing search rankings.
You’re losing time.
You’re losing customers.
You’re losing sales.
You’re increasing the work necessary to get yourself back on track later.
Here’s how you fix the problem:
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Ian Lurie is founder and CEO of Portent Inc., an internet marketing agency that has provided internet marketing, including PPC, SEO, social and analytics services, since 1995. Read More