Now, I’m not saying that everyone in the marketing department has to be a technologist.
Speaking of contention… let’s talk about the relationship between marketing and IT for a moment. It sometimes feels like this. But having worked on both sides of the divide, I can say that there’s a very logical reason for this tug-of-war. Marketing and IT have different goals and incentives.
Marketing’s perceptions of IT:IT is the department of “no.”IT doesn’t speak marketing’s language.IT doesn’t understand the need for speed.IT isn’t concerned with the customer. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
IT’s perceptions of marketing:Marketing is spin.Marketers don’t care about integration. Mastering Customer Data—A CIO Imperative, Forrester Research July 2011
The MarketingStandardize Experiment Technology Cycle
iiiii Traditional IT Mktg IT Mktg Committee IT Mktg IT i Mktg Co-located Liaison IT Mktg IT Mktg Embedded Direct Report MT IT IT Mktg IT MktgIndependent Outsourced (Mktg) MT Outside MT IT MktgJoint Venture IT MT Mktg Outsourced (IT) Outside MT IT IT Mktg Practice Mktg Outsourced Triangle MT Outside Center MT Hostile IT Mktg IT Mktg Merged IT Marketing Marketing Technology
King Solomon’s Marketing-Technology Split (Not a good idea.)
This is interesting and all, butwhy should you care?