Sometime a friend do a lot of favor to you, whenever you ask for anything he always gets it done for you .You considered him best friend of yours and he was happy for importance he was getting. One given morning you came to know about a genie which was open to offer you all those services at very nominal price .You thought: why unnecessary bug my friend? Let it outsource and concentrate on end result only. You were able to concentrate more on your work and your results improved. Then you witnessed sudden change in your friend's behavior, he started complaining about your attitude and quality of outsourced services. In this story, read your tech team as your best friend and “outsourced service/open source” as genie.
During last eight years ,I have interacted with many tech teams of all size & might and some of them being top notch companies in their domain. I was representing business in almost every case and my objective was to make sure that technology does not eclipse end user’s comfort and experience. To become advocate of end user you need to think like him/her and accept the hard truth that technology is only enabler and business of business is to keep client happy and hence business profitable.
During my interaction with tech teams, I am always adamant that “for end user web 2.0 technologies is not about knowing PHP, .Net, Ruby on Rail or Pearl” it is about “effective use of applications and platforms developed with use of that technology”. Following table lists some Web2.0 technologies and categories it.
Image Source: Mckinsey Report on Web2.0 Technologies
I know that I am inviting ire of technology experts .But I want to make one thing clear ,I am grateful to you for creating such platforms(read wiki,Blog,RSS etc) using which we can achieve our business objectives. Let's these tools remain technologies for us and make them as simple as possible.
I would highly recommend a Digital Marketing Team, which can effectively utilize technology to make web2.0 experience as pleasant as possible and is not engrossed with technology.