In order to succeed at digital marketing it is essential to have a proper team in place. In traditional forms, there used to be three disparate teams involving marketing, commerce and technical. Each was separate but joined by the final consumer experience. Now they have been integrated together into one unit when working for online content. The task of marketing is to generate leads and engage with customers for brand nurturing. The commerce wing takes care of lead conversion and servicing support. The technicals help with platform capabilities and performances. This integration helps in aggregating visibility from across convergence points. The operational efforts also get optimized due to the cross-functional capabilities now aggregated.

source:http://www.cmswire.com/digital-experience/it-takes-a-team-to-deliver-winning-digital-commerce-experiences/