Using XML for Web site management impacts major job functions such as content developers, content reviewers, and Web developers. The people performing these functions bring unique perspectives to the overall workflow and business process. Ensuring that team members come from each of these functional areas provides a full perspective on the current environment and what needs to be changed for the new environment.

Creating a representative team is the first step; creating a shared vision among its members is the next step. Once again, Making Smart IT Choices offers a helpful tool called the service objective, for creating this shared vision. A service objective is a structured way to express the goals of a project. The process of creating a commonly understood and agreed upon service objective often reveals differences in thinking, different assumptions, and conflicting perspectives that all must be discussed and resolved before the service objective statement is complete. The process will help to bring a team to common understanding and helps them work toward a common goal.