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Marketing & IT Need to Work Together
Lisa R. shared about 1 month ago
As marketers become more tech-savvy, the demands they place on corporate IT departments often increase. Unable and reluctant to meet the demands of marketing, IT sometimes turns a deaf ear to change and budget requests causing marketers to go it alone. However, going it alone—without IT—can create headaches, internal conflict, and strip marketing of budget that should be used for marketing programs.
Should “marketing” be working closer with IT, or taking control of its own destiny?
Mike T.
I like this quip from the original author, “I realize that in some companies, due to politics, budgets, organizational silos or fractious personalities—avoiding an end-run around IT may not always be possible.” To me this seems to be the case more often than not, though I have seen our IT department making strides towards becoming more closely tied with marketing.
I see myself as a marketer who is tech savvy, which puts me in a position that most IT employees can’t quite comprehend or be willing to accept. They want EVERYTHING to run through IT because that is “their” area. However, if you have to go that route, the marketing project is very low on their priority list, so it takes forever to get something done. That’s when marketers find ways to get around IT and get things done themselves.
My most recent example of that was setting up a GoDaddy hosting account, purchasing a few domain names and setting up our new blog, all without involving IT one bit. I was hitting brick walls when trying to get web space on one of our machines, so I just outsourced the space to GoDaddy and the problem was solved.
In a perfect world, IT and marketing would work hand in hand on technology projects and make sure that everyone was satisfied, but unfortunately most companies are not doing business in that perfect world. ;)