Marketing and IT are arguably two of the most overloaded and under-resourced functions in the enterprise. As marketing complexity increases, a key aspect of a scalable marketing strategy is the automation of repetitive, manual processes. In most organizations, Marketing cannot advance these automation initiatives through its own resources. It needs IT. Today, our newest associate partner, Simon Daniels, offers an insightful prescription on exactly what Marketing needs – and doesn’t need – from IT. The following article is republished from Database Marketing magazine — Gary
What Marketing Needs from IT
by Simon Daniels
It’s well known that Sales and Marketing are like cats and dogs in many companies. Constant conflicts take place over the value of marketing activity, the quality of leads and their subsequent follow-up and the appropriate assignment of credit for opportunities that result in new business wins. These issues are much discussed and suggested solutions abound.
What though, of the relationship between Marketing and IT? Technology is crucial to modern marketing in the form of database systems, campaign automation, digital and interactive platforms, analytics and much more. We turn to our IT colleagues for solutions in these areas to help us manage customer lifecycle, campaign execution, measurement and many other aspects of marketing activity. Alongside systems deemed business critical in finance and operations though, Marketing is often afforded lower priority and left to fend for itself.
Continue reading Simon’s article on the Marketing Operations Partners website.
