Businesses of all sizes invest into systems, applications and people to leverage the power of the web for both communications and data exchange. So who is in charge of managing these investments? Who is responsible for ensuring that a well-defined, clearly articulated Corporate Internet Strategy exists and is executed?

Hopefully, someone with at least the following skills and credentials:

1. Strong understanding of internet technologies.
2. Strong business acumen.
3. Strong understanding of the corporate vision.
4. An understanding of marketing.
5. Ability to define specific target demographics for the applications.
6. Ability to analyze, understand and react to online psychographic behaviors.

This person is called the Corporate Internet Strategist and is an important one. But who is the person upon which this responsibility most often falls? We did a study of several companies to find out. Below is a list of the top 5 individuals who usually fill this role and their typical success rate.

1. Director of Marketing (VP, CMO) – Usually Good.
2. Director of Operations (COO, CAO) – Sometimes Good.
3. Director of Finance (Comptroller, CFO) – Usually Bad.
4. Director of IT (CIO, IT Manager) – Almost Always Bad.
5. Director of BD/Sales – Always Bad.

Any organization worth its weight in salt will have an Internet Strategist. Some will be in-house, some will be contracted as consultants. Who is your Corporate Internet Strategist and do they have the skills listed above or are they just a convenient fill-in?

And do you even have a Corporate Internet Strategy?

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Source: Web Teks, Inc.

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