ABSTRACT
The business case should clearly identify which goals and objectives the public facing website can have a direct actionable effect on, where it can have a positive or negative effect on reputation, change stakeholder attitude or behavior, identify risks, and quantify opportunity. From a vendor perspective everyone wants to own a piece of the digital pie. Digital, across the board, is an area where budgets are expanding and companies know they need to execute. Brand marketing, communications, human resources, information technology and other business functions have their own supplier teams operating under separate strategies. These strategies may all be tied to the company's business goals, but not tied to each other, and adding to the misery, not really communicating with each other. And when they do communicate they do so speaking in different corporate languages. Their Key Performance Indicators are not synchronized, and there is no cross team governance and no clear ownership of the digital ecosystem.
