Bridging the Gap Between Marketing and IT
According to the Harvard Business Review, the CMO Council has found that more than a third of CMOs believe that digital marketing will account for 75% or more of their spending within the next five years. This means everything from search engine ads and website optimisation to building mobile apps and tools to personalize web experiences — projects that require greater technical expertise.
HBR.org’s Amy Protexter and Jeff Shumway examine the relationship between marketing and IT, and how, in a digital era, marketing must integrate IT in order to be effective.
One of the common divides is that Marketing is focused on adopting the latest technologies, while IT is focused on governance, security, and enterprise architecture.
The two disciplines need to learn to communicate in each other’s language, and align their processes to work together for the benefit of the organisation. IT must be in at the outset when a new marketing initiative is being created. This means that one can plan for what can and cannot be done in practice, and possibly uncover creative approaches that would not have been apparent had the two been working in a siloed environment.
Read the HBR article for more insight.