Who Should Lead Your CMS Migration – IT, Marketing, or Digital Ops?

Changing your Content Management System (CMS) isn’t just another tech project.

It’s a big step that touches almost every part of your business — content, website, data, design, and the teams behind them.

In 2025, many companies are still stuck on old CMS platforms that are slow, hard to manage, or can’t handle new digital needs.
That’s why CMS migration is becoming a top priority.

But here’s the tricky part — who should lead it?

Should it be the IT team, Marketing, or Digital Operations?

Choosing the wrong lead can cause chaos — broken workflows, poor SEO results, or wasted time and money.

Choosing the right one can make the migration smooth and successful.

Let’s break it down and see who should be in charge of your CMS migration.

Key Takeaways

• CMS migration affects every part of your business, not just technology.
  
  

• You need a strong leader who can connect IT, Marketing, and Operations.
  
  

• The right leader depends on your goals, company structure, and team skills.
  
  

• Collaboration between all departments is a must — no one can do it alone.
  
  

Why Leadership Matters in CMS Migration

CMS migration isn’t just about moving data or installing new software.
It’s about improving how your business works, how content is created, and how users experience your website.

Without a clear leader, things can easily go off track.
Deadlines slip. Communication breaks. Important tasks get lost.

You need someone who can balance both sides — the technical side and the business side.
Someone who understands how technology supports marketing and how content drives results.

That person sets the tone for everything — planning, budget, communication, and how smoothly the new CMS is adopted.

Option 1: IT Leads the CMS Migration

If your IT team takes the lead, they’ll focus on the technical parts — hosting, integrations, security, and data migration.

Pros:

1. They understand the technical setup and risks.
   
   

2. They can manage servers, databases, and performance.
   
   

3. They’ll make sure everything runs safely and smoothly.
   
   

Cons:

1. Content and user experience might not get enough attention.
   
   

2. The project could feel more like a system upgrade than a business improvement.
   
   

3. Communication with non-technical teams might be limited.
   
   

Best Fit:
When your migration is mostly technical — for example, moving to a cloud CMS, improving performance, or connecting with complex systems.

Option 2: Marketing Leads the CMS Migration

When Marketing leads, the focus shifts to content, user experience, and brand goals.

Pros:

1. Content quality and user journey get priority.
   
   

2. Marketing understands what audiences need and how content performs.
   
   

3. They can use the migration to improve SEO, personalization, and storytelling.
   
   

Cons:

1. Technical risks may be overlooked.
   
   

2. They might underestimate the complexity of integrations or data migration.
   
   

3. They may depend too heavily on IT for technical help.
   
   

Best Fit:
When your main goal is improving content workflows, personalization, and marketing speed — not fixing technical problems.

Option 3: Digital Ops Leads the CMS Migration

Digital Operations (or Web Ops) sits between IT and Marketing.
They understand technology, but they also know how content and workflows function day to day.

Pros:

1. They balance both tech and business needs.
   
   

2. They know how to run platforms, workflows, and analytics.
   
   

3. They can coordinate across teams effectively.
   
   

Cons:

1. Some organizations don’t have a strong Digital Ops team.
   
   

2. They may lack deep technical or content strategy expertise.
   
   

3. They might struggle with authority if senior backing is weak.
   
   

Best Fit:
When your organization already has a solid Digital Ops team that manages web tools, content workflows, and analytics.
They’re ideal when the migration involves process improvement, not just platform change.

Comparison Table

Practical Advice from Experience

After working with many organizations over the years, here’s what usually works best:

1. Pick a leader who connects all teams.
   The person’s title matters less than their ability to unite people and make decisions.
   
   

2. Give them executive backing.
   They should have authority, budget, and leadership support.
   
   

3. Create a steering group.
   Include IT, Marketing, and Digital Ops representatives.
   
   

4. Focus on people, not just systems.
   Train your team and prepare them for new workflows.
   
   

5. Don’t rush.
   Plan in phases — audit, test, migrate, then launch.
   
   

6. Define clear KPIs.
   Track site uptime, SEO results, publishing time, and content quality.
   
   

7. Communicate constantly.
   Keep everyone updated throughout the project.
   
   

Why This Decision Is So Important

Let’s be honest — CMS migration can get messy fast.

If IT leads alone, the site might work perfectly but feel clunky for editors.
If Marketing leads alone, the site might look great but break under pressure.
If Digital Ops leads without enough power, decisions may drag.

That’s why leadership balance matters more than titles.
The leader’s real job is to connect dots, make choices, and keep things moving.

How to Decide Who Should Lead in Your Company

Here’s a simple checklist to help you decide:

1. Is your biggest problem technical or content-related?
   
   

• Technical → IT should lead.
  
  

• Content/workflow → Marketing should lead.
  
  

2. Do you have a strong Digital Ops team?
   
   

• If yes → Let them lead.
  
  

3. Who can make decisions quickly?
   
   

• The leader should have authority and leadership support.
  
  

4. Who understands both technology and people?
   
   

• This person will bridge all teams.
  
  

5. Who can handle post-migration operations?
   
   

• CMS work doesn’t end after launch — choose someone ready for long-term ownership.
  
  

Example Scenarios

Scenario 1 – IT Leads
A global company with multiple systems and a heavy tech stack.
They migrate to a scalable cloud CMS.
IT leads with strong marketing input.
Result: secure, fast, and technically sound migration.

Scenario 2 – Marketing Leads
A mid-sized company focused on better content workflows and SEO.
Marketing leads with help from IT.
Result: smoother content publishing and higher traffic.

Scenario 3 – Digital Ops Leads
A company with mature operations that manages websites and analytics.
Digital Ops leads with input from both sides.
Result: balanced migration, improved governance, and happy teams.

Tips Before You Start the Migration

• Audit your content. Remove outdated pages and fix broken links.
  
  

• Plan redirects carefully. Protect your SEO rankings.
  
  

• Test before launch. Fix bugs early.
  
  

• Train your team. Help editors and marketers adapt.
  
  

• Monitor results. Keep an eye on site performance after migration.
  
  

Final Thoughts

So, who should lead your CMS migration — IT, Marketing, or Digital Ops?

There’s no single right answer.
It depends on your company’s structure, goals, and maturity.

But one thing is always true — success comes from teamwork.
No department can do this alone.

The best leader is the one who brings everyone together — someone who understands both the tech and the people who use it.
That’s how you make your CMS migration smoother, faster, and more valuable for the whole organization.