Читать книгу Managing Chaos - Lisa Welchman - Страница 24

Because of the core team’s foundational role, ideally, it should not be scattered across multiple aspects of the organization. But, in practice, this is often not the case. In many organizations, the core digital team is bifurcated—with one main branch in the IT department and the other main branch in marketing, communications, or public relations. The reasons for this common split are obvious: a digital presence is a content-rich communications-focused series of channels that exist on a technology platform. Sometimes, in organizations with a transactional focus, the split can be two- or three-fold with other key stakeholder’s organizations playing a strong core role.

Organizations should make an effort to overcome these legacy patterns and integrate digital resources on one team. Collaboration models where teams are distributed across the organizations and reporting to multiple managers can work, but for the core, it’s especially important to foster close, spontaneous, and inventive collaboration—like that of the jazz ensemble—and this is best served when resources are co-located.