The website request queue is costing marketing more than it looks
Updated: 6 days ago
A campaign microsite is waiting on dev. A regional update is waiting on the agency. The brand refresh is in week three of review. None of it is hard work. It's routine work stuck in a process built for a slower year, and enterprise website modernization is usually the conversation that follows.
Budgets aren't growing to absorb that friction. Marketing sits at 7.7% of company revenue, flat for two years, and 59% of CMOs say it isn't enough to execute their strategy, according to Gartner's 2025 CMO Spend Survey.
The Web Portfolio Modernization Guide maps a phased path to faster launches without a full rebuild.
Where the time actually goes
The friction rarely shows up as one failure. It shows up as sites rebuilt from scratch, regional teams that can't make their own updates, content spread across disconnected CMSs and an acquisition that adds one more platform. McKinsey estimates technical debt adds 10 to 20% to the cost of every project.
What enterprise website modernization looks like in practice
The organizations moving fastest split the work three ways. Corporate defines the foundation: approved templates, shared design elements, permissions and publishing standards. Brand, regional and campaign owners launch and update their own sites within that access. Developers own integrations and custom experiences instead of routine page builds.
McKinsey's experience across more than 150 agile marketing transformations puts campaign execution at 2 to 3x faster for empowered marketing teams.
You don't have to migrate everything at once
The guide lays out five phases, from inventorying what you manage to proving the model on a first wave of campaign or regional sites. It covers protecting redirects, SEO and integrations during the move, plus six metrics to baseline first, including time to launch, handoffs per launch and developer dependency.
Preview the full guide
Key takeaway
Modernization is an operating model change more than a platform swap, and it can start with one manageable wave of sites.
About Wix Enterprise
Wix Enterprise is the enterprise web platform for organizations that want to move fast. Teams launch branded sites from approved templates, route updates for approval and publish across sites at once. Central teams manage domains, permissions and security from one dashboard, with SSO, SCIM provisioning and activity logs built in. Migration services scale from one website to thousands. Request a consultation to talk through your own portfolio and what a phased transition would look like.
