Creating a tech budget - how much a company can/is willing to spend on the technology that helps run their business is a complicated project made more difficult by competing interests (e.g., sales vs. marketing, or stakeholders vs. everyday Web workers, or available time and money vs. resources needed).
Understanding the basics of what it takes to operate online today will help everyone in an organization understand why funds need to be allocated to certain resources. So let's build your tech budget based on what it takes to operate today.
Infrastructure & Reliability (50%)
From which content management system (CMS) is in use to how a company will monitor uptime, the infrastructure and reliability (I&R) of a site should serve as the foundation - and large percentage - of a company's tech budget. There is no use sending people to a site if content isn't displayed, for example, or the site is down because it was overwhelmed by traffic.
Once I&R solutions have been accounted for, brands need to understand what people are doing on their site, how they are buying, why they are leaving, what they want from their experience and other data that can help them optimize the experience they are offering.
Customers (whether they are subscribers, business partners or any type of person who buys products or signs up for services) are the livelihood of a company and bringing them onboard and keeping them for the long run is imperative to every organization's success. Acquisition and, often more important, retention should be given the budget they deserve.
Head of analyst relations, public relations, customer advocacy (People Heroes), customer community, content marketing (full funnel/lifecycle), content operations and optimization, reputation management and social media. Leads a team of nine superstars to exceed our goals multi-fold.