IT department should not be in charge of a company website
It used to be a common practice that the IT department was responsible for a company website. This was fine in the old days of HTML websites when the main function of a website was to state the company name and address. But times have changed and websites have a clear purpose: To promote and sell company products and services. When was the last time your IT manager came up with an online marketing plan? Or a strategic business development idea?
The role of an IT department is to ensure your IT network is up-to-date, secure and functional. If your website is managed by the IT department you are at risk of having great functionality but no message.
Appoint a Web Ambassador
A Web Ambassador is usually at a management level and has a full understanding of your business strategy including marketing and sales. Though she does not need to be a programmer she must have knowledge of web systems and technical functionalities as well as online marketing strategies. Your Web Ambassador should be the point of contact for all your departments. Her job is come up with ideas for content, functionality and strategy your website should have in order to help them achieve their goals. She should also know how to ‘translate’ your Google Analytics reports into plain English, suggest specific improvements, estimate costs and return on investment.Web Ambassador can be an internal position within your company or it can be a trusted consultant.
Website shoudl not be in the domain of a single department
The reason you don’t want your website reside with a single department - Marketing, Sales, or IT - is that you would be running into a risk that your web presence will be managed from a silo with a primary focus on one deparment's goals. Communication between departments, especially in large organizations, is not always ideal. If it resides with Marketing, it may be very marketing-oriented but not sell. And if it resides with Sales, it may be a sales pitch with little marketing strategy.