Keynote: Marketing versus IT: Worse than the marketing versus sales divide? Speaker:Andrew Buckley, group head and senior vice president, core products europe, Mastercard

1. “A plague on both
your houses”
Collaboration between IT and Marketing
Shakespeare, Romeo and Juliet, Act 3

2. An app' for everything
2

4. Digital Marketing
“Marketing is more about digital now, which requires more technology”
Most cited reason for CMO - CIO alignment, Accenture
Cutting Across the CMO - CIO Divide Accenture, 2014 4

5. Problem
“Most software projects fail
to meet their goals”
The Economist, Nov 25th 2004 5

6. Problem
“Most software projects fail
to meet their goals”
The Economist, Nov 25th 2004 6

7. Complication
“moving to an Agile
approach also requires a
profound change in the way
teams are structured and
operate”
7
Agile IT
Management Today, Aug 22nd 2014

9. 9

10. 10

11. Q: what to do we know
about collaboration?
...... between functional teams.
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12. Insight on the Problem
• “Interpretive Barriers”
• “Departmental Thought
Worlds”
• “Organisational Product
Routines”
Interpretive Barriers to Successful Product Innovation in
Large Firms, Dougherty, 1992
• “Our CIO understands
marketing objectives and
requirements”
32% agree, 18% strongly agree
• “Our marketing employees
understand technology”
34% agree, 13% strongly agree
• “I provide requirements to IT
but what I get back always falls
short of expectations” 29%
agree, 11% strongly agree
Cutting Across the CMO - CIO Divide Accenture, 2014
12
Marketing IT

13. Q: what can we do to mitigate
barriers to collaboration?
..... between functional teams, especially Marketing & IT
13

14. Boundary Objects
14
Integrative Framework for Managing Knowledge Across Boundaries
Carlile, 2004

15. Boundary Roles
15
Integrative Framework for Managing Knowledge Across Boundaries
Carlile, 2004

16. User Stories
16

17. Conclusion
Marketing is increasingly
dependent on IT delivery
But, IT delivery is often beset with problems
Marketing - IT collaboration is critical success
factor and mitigation tactics are known
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