As companies transform themselves from traditional businesses to eBusinesses, they find that their current set of job definitions is inadequate. The new business methodologies create new job responsibilities that need to be staffed differently for success. There are four entirely new roles necessary to support an eBusiness. These four positions are Web Editor, WebMaster, Web Business Development Manager, and eOperations Manager. Depending on the size of your company and on your industry segment you may need to create new business units that delivers these services, you may want to create four new departments, you may want to assign existing personnel to these positions full-time, or you may be able to fill the needs with one or two people who assume additional jobs and responsibilities.

The most visible person you need to staff is that of the Web Editor. The Web Editor is responsible for the content on your company's web site including the integration of current business communication (sales) practices with the site. In most companies the web editor reports into an existing marketing organization or to an eBusiness unit. A Web Editor may be a single person creating and managing content, as in the case of a small company using the web as a new sales/communication channel. In the case of a company providing web content, the Web Editor would manage a team of project managers, writers, artists, and programmers, much as a managing editor at a newspaper operates. The size and scope depends on your company's web site; however, to be a truly successful eBusiness, your company needs to place significant importance in this person.

The Web Editor is responsible for all aspects of the web site, including navigation, copy, editorials, graphics, branding and all "calls to action" found on the web site. "Calls to action" are promotions, offers, and incentives that encourage the visitor to purchase or investigate products more deeply. Most Web Editors come from either a marketing communications or publishing background. Companies with a product focus should look for a web editor who has held the position of Marketing Communications Director since they have experience with advertising and public relations. They also tend to have experience managing creative agencies (advertising and graphic design houses.)

Web sites that are news-based or have rapidly changing content should look for a Web Editor who has experience as a print editor. They have experience managing reporters and focusing graphics artists (a somewhat difficult task). Print editors are valuable because they understand the issues involved with all aspects of publications. Their job is to understand the customer base and ensure that the copy and graphics meet the needs of your readers. Web sites that are news or information based are best served with a web editor who has come from print editing.

An equally important position is that of Web Master. The Web Master is the technical equivalent of the Web Editor. The Web Master reports to the IT organization and is responsible for the technical workings of the web site. During initial deployment of the web site, your Web Master must work closely with the Web Editor to identify the best approaches to host the company's web site. As the web site grows and additional capabilities are requested by the Web Editor, the Web Master needs to advise the Editor as to the feasibility of each, since the Master will need to implement the features. The Web Master is responsible for project managing the integration of technologies with the web site. Smaller companies may outsource the web master duties to their web site design company or to a technical support company.

Probably the biggest problem I have seen at companies moving to the web is a fight between the Marketing and the Information Technology departments over who is in charge of the web site. The reason for this in-fighting is lack of defined roles. Many companies make the mistake of calling the "Web Editor" a "Web Master." The IT department resents this because the Web Master is in charge of infrastructure, so the person should be a technical one. If you look at the job responsibilities of these two positions you will see that this infighting is ridiculous. Few Web Editors have the background or inclination to identify, project mange, install, and deploy technology. At the same time, few Web Masters understand or care about corporate branding, copy, calls to actions, and site flow. The Web Editor and Web Master are two very different positions where the associated people can and should work closely collaborating to create a successful web presence for your company.

An additional new position is that of Web Business Development Manager. This person is responsible for working with partners, business associates, online stores, and portals to increase your company's visibility. They also are the point of contact for web initiative integration with your partners. This job entails opening up business relationships and negotiating partner agreements - skills typically honed in sales positions. In small companies the Web Editor could also handle this job. Note that the Web Business Development Manager has an external partner focus while the Web Editor has an internal focus.