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Why Marketing Needs Closer Ties to IT - HBR

While many teams within your organization contribute to your success, one that cannot be overlooked or understated is the relationship with your IT group. As marketing continues to shift and improve, we’ve come to rely on IT to provide expertise on current technology and, perhaps more importantly, to provide a road map that shows where technology will lead, where integration is critical, and how to make the best use of increasingly sophisticated tools.

In the past, marketing teams might have developed their own tools and databases or bought hardware and software without considering whether they had the know-how to maintain the systems — perhaps because IT was seen as a roadblock or didn’t move as fast as marketing thought they should.

At SAS, we’ve learned to embrace the IT team as our partner. Redefining our relationship in terms of accountability to each other was crucial. IT needs to rely on the business to define a direction and establish clear objectives. Marketing needs to rely on IT for technology, integration, and implementation expertise. The care and feeding of the data, the reliability of systems, and an eye toward futures.
CYDigital/marteq.io's insight:

CT for the lessons learned by SAS.

 

Predictive Analytics is the next step in Marketing Automation. Contact us to see how. #MarTech #DigitalMarketing

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Common Challenges of Marketing-IT Collaborations [Infographic] - Profs

Common Challenges of Marketing-IT Collaborations [Infographic] - Profs | The MarTech Digest | Scoop.it
General Management - Today's marketing and IT teams are collaborating on projects more frequently. Working together, however, can be very challenging.
CYDigital/marteq.io's insight:

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New Study Uncovers Dissonance In CMO/CTO Relationship - CMO.com

New Study Uncovers Dissonance In CMO/CTO Relationship - CMO.com | The MarTech Digest | Scoop.it
CMOs and CTOs are on different pages about their companies’ digital marketing goals, according to Leapfrog Marketing Institute’s “2015 CMO Digital Benchmark Study.”

According to the study, 20% of marketing executives said they believe working on data- or technology-driven programs has improved the CMO-CTO alignment, while only 4% of IT executives agree. The study also revealed that IT executives (40%) are more confident in their companies’ omnichannel consumer experience than are senior marketers (27%).

However, 63% of marketing and IT executives do agree on this: Metrics and goals are not aligned across the functions—likely the root issue of their challenge.


marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

No shocker, although there is improvement.

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IT's Big Secret - Platforming: Bringing IT and Marketing Together - Servant of Chaos

IT's Big Secret - Platforming: Bringing IT and Marketing Together - Servant of Chaos | The MarTech Digest | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance.

CYDigital/marteq.io's insight:

It makes complete sense to coalesce around those four key business dimensions. God is in the details.

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Marketers Should Protect The Customer Journey - ClickZ

Marketers Should Protect The Customer Journey - ClickZ | The MarTech Digest | Scoop.it

Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

CYDigital/marteq.io's insight:

Yet another reason for Marketing and IT to work together.

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Marketing and IT Execs Collaborating More [Infographic] - Profs

Marketing and IT Execs Collaborating More [Infographic] - Profs | The MarTech Digest | Scoop.it

This scoop comes to you compliments of ineomarketing.com.                                           

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Richard Guha's curator insight, April 1, 2015 8:59 AM

The CMO is becoming the largest spender of IT dollars, as Marketing become more and more Big Data dependent.

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Forrester CMO/CIO Relationship Still Rocky - DMNews

Forrester CMO/CIO Relationship Still Rocky - DMNews | The MarTech Digest | Scoop.it
One of the reasons for the disconnect appears to be a lingering problem—the lack of suitable talent. Only 54% of those surveyed—87% of whom hailed from billion-dollar-plus enterprises—felt that competent leadership was in place to support marketing technology strategies.

Exacerbating the communications breakdown in this blooming relationship is overconfidence on the part of marketers, 71% of whom felt that their teams understand marketing technology. Only 54% of CIOs agreed.


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CYDigital/marteq.io's insight:

This is consistent with everything I've read and upon which I've reported. It's early, and the CMTO (once that person takes over the marketing function) has not yet taken root.

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How CIOs Can Help CMOs Take Technology Leadership - InformationWeek

How CIOs Can Help CMOs Take Technology Leadership - InformationWeek | The MarTech Digest | Scoop.it

Digest...


What's really changed is the transition to digital -- as opposed to paper-based -- marketing and advertising. That transition made digital transactions and communication with customers much more central than they were even a few years ago, when the role of computers might have been more to plan a campaign and maybe do some desktop publishing. Web and mobile interactions have come center stage, and consumer technologies have radically demystified IT.

 

"There's a belief that marketing knows IT really well, maybe better than IT knows marketing," Curran said. Now that business leaders have discovered that technology doesn't have to be painful, he added, the IT organization needs to shake its reputation for delivering awkward-to-use technology late and over budget.

 

A CIO today needs to get over himself, said David Wright, CIO at McGraw-Hill Education. "You can't possibly be the center of the universe anymore for technology. More and more, business partners are going to be coming to you with technology that you haven't heard of. You've got to be OK with that -- because it's not all about you."

 

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CYDigital/marteq.io's insight:

So the message is: Get over it, because it's not about you. Nope: that won't work.

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CMO's: 4 Steps To Restarting The IT Relationship - Forbes

CMO's: 4 Steps To Restarting The IT Relationship - Forbes | The MarTech Digest | Scoop.it

Digest...


Step 1: Find common cause.

To restart the relationship with IT, you need to look for a rallying point that both you and your CIO can whole-heartedly get behind.  Based on conversations we’ve had with CMOs at Fortune 500 companies and other global corporations, this scenario goes something like this:

 

Step 2: Roll up your sleeves, and map it out.

This will take some elbow grease, and a few brainstorming sessions, but chances are, between the two of you, you can draft a pretty darn good marketing technology vision and roadmap.  One that not only has a two- to three-year shelf life, if it’s done right, but can also provide your teams with the collective sense of where “we” are going (together) and which lily pads we need to jump across to get to the other side of the pond.

 

Step 3: Pressure test

After Step 2, you should be about 70 percent on target, so it’s time to pressure test.  Here’s where you gather input internally from your IT and Marketing lieutenants, and then do some external benchmarking to see how you stack up against industry norms on the roadmap capabilities that matter most to your business.

 

Step 4: Pick a catalyst project.

With confidence from step 3, look to your roadmap for a project that Marketing and IT can join forces on that delivers a quick win.  Marketing and IT should co-fund AND co-resource the project, so they both have skin in the game.   Keep the scope tight.  Pick just a few marketing-use cases for the project to deliver on, not the whole enchilada.  Remember, you’re looking for proof points in driving results and in showing the rest of the c-suite that Marketing and IT can worth great together.

 

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CYDigital/marteq.io's insight:

In other words...ACT RATIONALLY! C'mon now!

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Enter the Chief Marketing Technologist - Direct Marketing News | #TheMarketingTechAlert

Enter the Chief Marketing Technologist - Direct Marketing News | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Advanced/ Excerpt...


Companies in the study that have a chief marketing technologist seem to place more value on marketing efforts—at least if you look at the marketing budgets. Organizations with this position doled nearly 12% of revenue on marketing. Those without the role spent just 7%. What's more, the report indicates that those with a chief marketing technologist are more likely to increase their marketing expense budgets in 2014, with much of that expansion allocated to digital marketing.

 

As the role continues to evolve, so could the title, duties, and expectations. Analysts at Gartner predict that by 2017 the chief marketing officer will spend more on technology than the chief information officer. This finding implies the chief marketing technologist will grow in influence and visibility. More companies need someone to lead the day to day management of marketing technologies. And as companies incorporate and innovate more technology for marketers, this position will be one that a growing number of companies will need to succeed.

 

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CYDigital/marteq.io's insight:

I'm starting to become wary of the CMTO role vis-a-vis the CMO and the CIO, and thinking that given the depth of marketing technology and the functionality that it brings to the table, that perhaps we're subtracting by adding. Something will have to give.

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