4 articles

The Website Ownership Gap

Most marketing teams at 20–50 person tech companies face the same invisible problem: nobody technically owns the marketing website. The product has a CTO and an engineering team. The marketing site has… nobody.

This gap quietly kills momentum. Simple website changes take weeks because they sit in the engineering backlog behind product work. Tracking breaks and nobody notices until a campaign report doesn’t add up. Performance degrades one plugin, one unoptimized image, one forgotten script at a time. And eventually, someone proposes a full rebuild — not because the site is broken, but because the frustration has compounded into something that feels unsolvable.

The articles in this section explore why this ownership gap exists, what it actually costs growing companies (spoiler: far more than most teams realize), and how to close it — whether that means bringing in dedicated WebOps support, restructuring how marketing and engineering collaborate on the site, or simply building better processes around an asset that directly impacts every campaign you run.

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