This year’s Gilbane SF started with a day of pre-conference workshops. In one of them — Managing the Web: The Fundamentals of Web Operations Management — Lisa Welchman, founding partner of WelchmanPierpoint, discussed the challenges faced by today’s web teams.
“Web managers tend to have the world wide web on their shoulders,” said Welchman, emphasizing the enormity of complexities that go into web operations management. If web operations management is not done right, one of the outcomes is poor web experience, resulting in lost revenue. But there are ways to make your web operations efficient and successful.
Trends We See in Web Management
Executive management is disengaged from web. Lack of senior leadership and direction from the C suite is what makes the job of web managers hard to do.
The organization should own its web. Organizations need to have clear, strategic decision-making authority over web.
Many organizations often don’t know (and have no clue how to measure) whether their web presence is effective.
Web Operations Management (WOM)
According to Welchman, WOM consists of the following components:
- Web strategy
- Web measurement
- Web execution
- Web governance
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