Every single person in your organization has an interest in the website. The CEO is a stakeholder, as is the customer support rep. The website is the company’s most visible brand and communications asset and a key part of the sales and marketing funnel. 

Because it can be so all encompassing, and because they seem to only come once every few years, a website relaunch can quickly turn into a case of too many chefs in the kitchen. Stakeholders come out of the woodwork, all demanding a fix to their pet problem. Without clear leadership and prioritization, this results in a massive spec doc that stretches out the timeline significantly