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Marketing and IT: The Power Couple That Will Deliver the Most Impact for Your Organization

For a long time, marketing and IT have been the odd couple. The two departments have butted heads and have had different priorities. IT has been focused on infrastructure and application services whereas marketing has been focused on creating brand awareness and improving traffic through demand generation activities. In the past, each would have their own budget and spend it at their will, but over the past 5 or so years we have seen these groups working together more and more. The reason? There is now a common thread that is bringing these groups together and that is the customer experience.

To put it into context, let's think about a mobile application. IT often "owns" the mobile application and keeps it up and running, but marketing leads the charge with the content and marketing efforts that are driving conversions. Ultimately, the mobile application is something that is going to better the customer experience as a whole, therefore marketing and IT must realize the need to work together in order to support, manage and evolve of the app in order to continuously provide the best experience possible.

1) Cross-functional services

  • Creating a common language between marketing and IT is critical to the continuous advancement of your organization’s digital marketing maturity. Understanding the importance of aligning your marketing and technology with business objectives can create a strong foundation to support your organization's growth and marketing maturity. There is also the option of working with a partner who has a strong understanding of how the two should work as one to. A partner that is able to guide you in building out this foundation, or taking the lead and doing so for you.

2) Cross-discipline team

  • According to Gartner, by 2017, CMOs will spend more on IT than CIOs so it is more important than ever to have a cross discipline team to continue to increase the value derived from investments in your digital marketing technology ecosystem. Also, as marketing is diving deeper into new technology territory, the communication with IT needs to be more seamless than ever to ensure a strong management and implementation strategy. Having a cross-discipline team helps ensure that there’s seamless communication across marketing and IT because team members understand not only their specific roles, but understand and respect how the other plays a part in maturing all digital efforts of the organization.

The sole purpose of this power couple’s relationship is to continually advance your organization’s digital marketing maturity and technology investments. But where do you start? Take a thorough look “under the hood” and get a feel for both your current marketing efforts and the technologies that are in place. Looking at both sides of the spectrum can help establish a strong foundation, which will ultimately set your organization up for success.

Next, evaluate your current marketing and IT situations and determine if they satisfy your organizations current needs in order to mature your investments. Implement and execute on marketing and IT efforts that only support the growth of your organization. Being strategic is key.

Lastly, measure success and provide actionable insights to make sure your organization is continuing down the right path – strategically and technologically. Keeping these few tips in mind will help you to seamlessly integrate marketing and IT. And trust me, opposites do attract.

If you need assistance with managed services or you just want to learn more, tweet at me @Jgrozalsky with any questions using #VMS.