January 12th, 2010 | By Beth Brindle
I am still sometimes haunted by the response I gave to an executive’s question in a strategy meeting a full decade ago. My then-employer was a B2B internet company struggling with its identity as the organization grew at an explosive rate and morphed from a publisher of online trade journals to a combination publisher, builder of B2B communities, and enabler of B2B commerce in the form of auctions, exchanges, and online lead generation.
The executive leading the meeting asked each of us at the table where our content and community efforts best fit into the equation. Should they come under the umbrella of marketing and audience development, reporting up through the CMO, or should they remain in Operations, which encompassed everything from site design to sales fulfillment to product development and IT support, all under the direction of the COO?
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