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NOTE PRODUCT MANAGEMENT RESPONSIBILITIES

• Supervises product development and maintenance.

• Assists in Web development of community support and training.

• Gathers digital metrics.

• Informs digital policy.

• Defines digital standards.

• Implements and supports core infrastructure technologies.

• Develops and maintains the organization’s “corporate” or top-level website.

The core team’s product management arm is responsible for ensuring that the organization’s entire digital system works coherently on many different levels. That includes technology platforms and content strategy, but also the “meta” aspects of development that give digital its power, like information architecture and taxonomy. This diversity of mission means that the core digital product management team serves as a digital domain expert, a service provider, an integrator, and a business analyst—all at the same time.

The product management arm of the core team is often responsible for defining digital standards and providing domain expertise in the definition of policy. They are also responsible for implementing strategies and technologies to support the measurement of digital effectiveness. Resources on this team help define the specific metrics and implement the processes and technologies for digital effectiveness measurement. They are also responsible for ensuring that shared aspects of digital are effectively managed and that other people in the organization who need to use those systems are properly trained to do so. That means that things like Web content management systems, analytics software, search engine software, ecommerce engines, and marketing automation software are often implemented and supported by this core team.

In practice, the core team is responsible for the tactical management of an organization’s core digital presence, such as the main organizational website or the top-level pages of that site. See the “Core Team Roles” for a better understanding of the potential members of the core team.

NOTE CORE TEAM ROLES

• Application developers

• Content strategist

• Data analysts

• Developers

• Editors

• Graphic designers

• Information architects

• Librarians

• Producers

• Program managers

• Project managers

• Records managers

• Scrum manager

• Social media moderators

• Systems administrators

• Technologists

• Trainers

• Translators

• User experience specialists

• Videographers

• Writers

Should the Core Digital Team Be in Marketing or IT?

This is my most frequently asked question. There are usually two dynamics behind the question. The first is the desire to resolve a power struggle between certain organizational factions. The second dynamic is an assumption that there is an absolutely ideal structure and ideal home for all digital teams. That’s not really the case. Good digital team design is always relative to a variety of factors, including how an organization budgets for digital, the geography of digital resources, and an array of other factors I’ll discuss in Chapter 6, “Five Digital Governance Design Factors.”

It doesn’t matter if the core team is in marketing/communications/PR or a more technically focused team, like IT or IS. Either will work if roles, responsibilities, and funding are clear—and the team is complete. “Complete” means that all the resources required to support the development of digital are on the same team and reporting to the same manager. Often, companies will have split teams, meaning that all the design and editorial aspects are being dealt with by the communications or marketing team, and the application design and network and server infrastructure work is being handled by IT.