IT Best Practices

7 Things Marketing Wants to Say to IT

Marketing needs a new kind of IT – the kind of IT that doesn’t limit, but rather enables, that facilitates, but does not dictate. Mary K. Pratt of Computerworld asked CMOs and marketing executives what they’re looking for in an IT experience. Here’s what they said!

7 Marketing Demands

  1. Understand our KPIs.
  2. Help us integrate data.
  3. Locate our technology flaws and inefficiencies.
  4. Give us freedom to control our technologies.
  5. Keep our customer channels open.
  6. Empower us to maximize the value of tech.
  7. Assist us in managing customer interactions.

Key progress indicators are involved in not just acquiring customers, but maximizing the engagement experience with them. It’s therefore crucial that IT come to the rescue with metrics and feedback functions. If data isn’t freed from its various silos, marketers won’t get the kind of integrated information they need to provide a company with crucial customer insights. The fact is that making use of internal and external data is currently among the top five challenges for marketers.

It’s been predicted by Gartner that CMOs will spend more on IT by 2017 than CIOs. But the keen eye of the IT professionals is needed to guard against excessive spending. Whereas marketers tend to get carried away by cool technologies, the IT folks tend to be more critical and can spot ineffective tools. Yet in the same breath, marketing needs to understand their capabilities inside and out. So after a formal assessment by IT, the reigns need to be handed over to those who interact with customers on a daily basis.

Another way in which IT tends to limit marketing is by being overly sensitive to security issues. Though IT often has perfectly good reasons to block certain requests, it is marketing’s job to bring down barriers between the company and its customer. A marketing department, almost by definition, must be quick on its feet. That means better DIY capabilities for certain coding languages and less reliance on IT. The more that marketing departments can manage and make sense of the rapid two-way communication occurring between company and customer, the better chance they have at maximizing value for the company.

Read the original article at:

Eric Anderson

Eric Anderson is a staff writer for CAI's Accelerating IT Success. He is an intern at Computer Aid Inc., pursuing his master's degree in communications at Penn State University.

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