Where Digital Should Live in Your Organization

Why IT and Marketing Can’t Do It Alone

IT protects stability. Marketing drives awareness.

Neither owns the full customer journey.

Digital spans quoting, ordering, tracking, and support.

That’s why the most progressive organizations anchor digital inside Customer Success—where feedback, service, and experience meet.

The Case for Customer Success

They’re closest to pain points.

They know the calls, complaints, and friction.

They understand the end-to-end journey and already collaborate with sales, ops, and IT.

When digital reports here:

• Problems get solved faster.

• Priorities align with customer value.

• Digital stops being a cost center and starts driving retention.

Build the Bridge

If digital can’t move tomorrow, start with cross-functional ownership:

• Joint governance between IT and Customer Success.

• Shared KPIs like order accuracy and adoption rate.

• Regular customer-insight reviews.

Within a year, you’ll see where digital naturally belongs—close to the customer, not the server room.

AI and Customer Context

AI is making customer success teams strategic.

Predictive analytics flag accounts at risk, recommend upsells, and surface service bottlenecks.

Putting digital here means AI insight turns into action faster.

Executive Play

Ask:

• Who owns the digital experience end-to-end?

• When a customer complains about your portal, who fixes it and who cares?

• Does our digital team sit close enough to the people they’re building for?

If the answers aren’t obvious, your org chart is blocking growth.

Closing Insight

Digital transformation isn’t about technology—it’s about proximity to the customer.

Put digital where the customer is heard loudest, and you’ll move faster than any competitor still arguing about who owns the website.