The relationship between IT and marketing can often be fraught with tension. IT can see marketing as a group of renegades that asks for the impossible and breaks all the rules in the process. Marketing, on the other hand, can see IT as the group that gets in the way of brilliant plans, bogging things down in process and procedure. In this paradigm, IT is the brake to marketing’s accelerator.
The real world, of course, is not so cut-and-dried.
IT teams do understand the need to act—in a recent survey 75 percent of IT professionals listed “time to work on projects” as one of their biggest challenges in working with big data.1 And marketers are not rushing just for the sake of rushing—with an insanely fast rate of change, marketers can’t afford to slow down or they’ll get passed. So they race ahead. If their partnership with IT is tenuous, they simple swerve around IT when they deem necessary.
But in the best partnerships, IT is, in fact, marketing’s accelerator. IT helps marketers quickly develop products and take them to market faster. A great IT partner can help marketing determine how to get the most value in the least amount of time. For instance, one mobile operator built a system to let its customers upgrade their plans online in just 12 weeks — from a projected 10 to 12 months— by working with IT to narrow the project scope down to just the essentials.
Marketers need to understand what customers are saying. IT can help. Marketers need to create more individualized customer experiences. IT can automate the use of massive data to help them do so. Together, they can work to become nimble and agile without compromising on security, safety or long-term costs.
Marketing must be aligned with IT Enrique Flores Verti
“You can reduce your time to market and you can be more competitive because you are reducing your development costs.”
“As a CIO, you basically have two options. You can either turn a blind eye, think that every good idea starts with you, and so decide not to help people. Or you can say, ‘Let’s partner in a way that helps you look for more innovative solutions, but that also protect you and the company.”
“IT departments suffer from an incomplete feedback loop. They push out all of these upgrades, and they have tools, but they’re not getting great feedback. And so it’s actually quite enjoyable, I think, when someone like me says, “I need a dashboard.” I’m not just getting the data, I’m telling them, “This is how I want to experience it.”
“Do we have some heated battles and debates? Yes, sometimes. But it’s easier to learn than ever before because you can just go try things and prove things out more quickly through A/B testing, test and control, etc.—the risk of trying new things is lower. And going through that process ultimately drives even more collaboration.”
“You need people with that sort of skill and vision, people nimble and agile enough to get you up and running as soon as possible and also able to provide a roadmap to get you to the point where you’ll have everything you really want. ”
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