Too many small-business leaders shunt responsibility for their company's Web operations onto a handful of tech-savvy IT operators, Dan Kaplan writes. That's the wrong approach: Tech specialists might be able to keep the site online, but it takes a marketer's hand to maximize ROI. "Your tech team absolutely needs to have a seat at the table, but your website is a marketing tool and you need to think of it that way," Kaplan writes.

Related Summaries