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Bridge the Gap Between Marketing and Technology?
By
Published On April 2, 2019
One of the most significant issues in bridging the gap between marketing and technology is that marketing and IT teams often aren’t on the same page. Marketing executives concern themselves with client growth and adopt new technologies, while IT executives focus on compliance, security, and the infrastructure within a company.
Often, if a marketing team pursues a new vision, IT will be required to create the end product. However, the marketing team may not fully comprehend whether what they are trying to achieve is possible, nor may they have the technical knowledge to understand the process required to create the end product.
It can create a disenfranchised feeling between teams, with one not understanding the other – generating ongoing frustration. For both parties to work together effectively, they need to align their goals and strategies and work together and realize that corporate success in a modern marketplace relies upon their ability to collaborate and communicate with each other.
While nearly all business units, like HR and earnings, have begun working more closely with IT, we’ve become especially considering the marketing-IT connection since we have seen firsthand how much promotion is increasingly powered by technology. The facts of marketing which aren’t traditionally considered being tech-driven, for example, event marketing, and email campaigns, today are.
However, promotion and IT executives often don’t talk the
same language or know one another’s goals or roadmaps. Among those common
divides is that the former relies on adopting the latest technology, while the
latter focuses on government, security, and business structure. Based on our
experience in senior marketing and IT functions, we think it could be bridged.
Some best practices can help build a more significant marketing-IT venture, so
both parties reach their goals, maximize the organization’s investments, and
make sure new technologies work.
