Web sites have evolved into strategic e-business applications and must be managed as such to maximize return on investment. The central importance of e-business sites demands that every aspect of a site be planned and managed in relationship to every other aspect and in relationship to the hosting organization's business goals. For a site to be managed effectively as a strategic e-business application, it must:

1. Be designed as a business application, developed to achieve defined strategic results
2. Be deployed to support all the users throughout the organization and enable all the users to contribute to and support the ongoing evolution of the site.
3. Allow rapid content and design changes without disruption to ongoing site operation
   

Meeting these requirement demands a web site architecture that separates the underlying application from the content, and separates content from form so Web developers can create a well-designed site, and designers and content providers can work in "Web time" to make changes as required. The Dynamic Management Model treats the site as an application and the content as data and thereby enables e-business sites to be managed as dynamic business applications.