Competition between Communications, Marketing, and Information Technology (IT) for the perceived ”control” of the web is out of vogue and should be termed Web Organization 1.0.
Web Organization 2.0 is a distinct division, center of excellence, recruiting and retaining distinct web talent, providing direct touch to the customer in some cases where the web touch-point is highly strategic. In other cases, serves the needs of other divisions for the good of the whole organization or a combination thereof.
Web Organization 3.0 is where the web is the platform for 1) the product or service and 2) the media for lead generation or direct response. It will all take place on the web. 
More information related to the current state of the web organization and the Internet Executive by Steve Gehlen, Executive Director Internet Strategy Forum.
