The number of digital channels with which organisations interact with customers, citizens and stakeholders has multiplied and with it the number of requests from marketing and line-of-business departments to deploy or change externally facing applications.
Web engagement management – the summation of an organisation’s externally facing applications and services – impacts so many corporate systems that IT departments should not abdicate responsibility to content owners in line-ofbusiness and marketing departments. But IT departments can rarely move at the pace the business requires without funding an expensive standing army of business-savvy programmers. How can IT leaders retain rightful control of engagement management, be viewed as business enablers not a brake on business, and at the same time not bust their budget?
