I'm talking about the question of "who."
Who should own your business blogging program?
From where I sit, there's still a lot of uncertainty surrounding this very basic (yet critical) decision. Should it sit with a technology department? Should it sit with a sales department...or even account management? What about the corporate communications team?
Getting to the answer is really easy. Just ask yourself this question.
Who in my organization is primarily responsible for generating demand / leads?
For most companies, this is a marketing department.
It makes sense: marketing's job is to generate demand. The sales team's job is to close the demand that's generated. The customer support team's job is to support the customer after the close.
Given, a VP/CMO/ Director of Marketing role easily fits under the "owner" category, and these are typically the people who will evaluate the program's effectiveness.
In addition, Online Marketing Managers / Marketing Coordinators often manage the day-to-day aspects of a corporate blogging initiative. The great thing is that these tend to be the very people running the day-to-day aspects of email/website/other online tools, so all of these tools can work together to create the best conversion possible.
I will also mention that fr small businesses, oftentimes the President/Owner is carrying the demand generation torch, and perhaps even managing the day-to-day parts of the program.
If you're unsure how blogging software like Compendium can actually support lead generation / demand generation initiatives, here's a link to our most popular whitepaper, Blogging's Role in SEO and Social Networking.
Who should own your business blogging program?
From where I sit, there's still a lot of uncertainty surrounding this very basic (yet critical) decision. Should it sit with a technology department? Should it sit with a sales department...or even account management? What about the corporate communications team?
Getting to the answer is really easy. Just ask yourself this question.
Who in my organization is primarily responsible for generating demand / leads?
For most companies, this is a marketing department.
It makes sense: marketing's job is to generate demand. The sales team's job is to close the demand that's generated. The customer support team's job is to support the customer after the close.
Given, a VP/CMO/ Director of Marketing role easily fits under the "owner" category, and these are typically the people who will evaluate the program's effectiveness.
In addition, Online Marketing Managers / Marketing Coordinators often manage the day-to-day aspects of a corporate blogging initiative. The great thing is that these tend to be the very people running the day-to-day aspects of email/website/other online tools, so all of these tools can work together to create the best conversion possible.
I will also mention that fr small businesses, oftentimes the President/Owner is carrying the demand generation torch, and perhaps even managing the day-to-day parts of the program.
If you're unsure how blogging software like Compendium can actually support lead generation / demand generation initiatives, here's a link to our most popular whitepaper, Blogging's Role in SEO and Social Networking.
Comments for Maybe the Most Important Blogging Question Yet...
Leave a comment