Bridging the Gap between Marketing and IT

November 4, 2018
Chris Rozic

In our weekly team meeting…

We were each asked to take a few minutes to do an exercise and ask ourselves a couple of questions about what it is that we actually do at Datisan.

The first was to propose a common pain point for our customers:

You know when..?

IT and marketing sometimes don’t see eye to eye? Especially when it comes to gaining access to first party data to allow it to be connected to marketing data?

The second question (and corresponding answer) we’ll come back to at the end, but this first question got us to thinking about the gap that lies between marketing and IT. Is it just about data access? Is it about a lapse in communication? Or about different focuses for different teams?

The answer is all of the above.

Infographic-Marketing-IT

 

It’s fair to say that while traditional marketing didn’t rely as heavily on technology, that this has completely shifted. The digital marketplace has demanded that every business be a ‘tech company’, and in relation to marketing, that their processes become digitised to deliver more personalised, seamless journeys for consumers. Customer experience improvements, driving client growth and increasing customer loyalty through behavioural targeting are all expectations of marketing teams which are heavily (if not completely) dependent on tech. This is why marketing is so reliant on the support of their IT department.

According to the Harvard Business Review the majority of IT professionals believe that mining big data for business intelligence as well as digital audience expansion, geo-tagging and tracking of customers already plays a huge role in marketing and that this is only set to increase. But IT are also a department in their own right, with their own objectives to achieve and delivery requirements.

A 2014 Accenture survey of over 1,100 Senior Marketing Executives and Senior IT Executives showed that 69% of CMOs recognized the need to align with IT (56% in 2012) vs. 83% of CIOs (77% in 2012).

– While these figures had clearly improved over the 2 years that the survey was conducted (and you’d hope it has continued to increase since), we’re clearly still coming unstuck somewhere.

So what’s the issue? Well for starters marketing and IT aren’t communicating. They’re speaking different languages and have completely different objectives. IT are focused on internal architecture, security and governance and marketing are focused on leveraging the latest technologies to deliver better customer experiences.

Again from our favourite 2014 Accenture report:

Marketing –  “My IT team does not understand the urgency with which I need to integrate new sources of data to address market conditions”

IT – “Marketing don’t properly understand the technology and their requirements and priorities change too often for us to keep up. ”

Sound familiar? 

The second issue is that often the infrastructure isn’t set in place to manage all of  the data that marketing requires access to, to automate and personalise their  customer experiences. Huge amounts of data from multiple sources need to be  collected, integrated and harvested to produce these insights, and quickly.

So how are these problems being addressed? More and more we’re seeing the emergence of cross over roles like Chief Digital Officers who are cutting through marketing and IT silos and becoming a bridge for delivering integrated solutions. Whether a company sees the necessity for the new role or not, one thing is clear, that CIOs and CMOs should be better communicating and collaborating between teams, especially when it comes to customer focused digital transformation. They should also understand and appreciate one another’s internal deliverables, particularly for IT who still have to work on the internal intellectual property of the company as well as supporting and building internal apps.

On the infrastructure front there needs to be integration of technology, data and marketing services. Next-generation external marketing services and running the platform in the cloud, allow marketing and IT to provide better customer experiences, responding quickly to new customer requirements and adding new services if necessary.

Back to our Monday morning meeting where we were asked to see how we fit into all of this:
“So what we do to solve this problem?”

Well what we do is…

Help businesses to bring all of their data together in cloud native data warehouses by being able to talk marketing with IT and IT with marketing. We help you to make sense and activate the data to improve on your customer experiences.

So really, we’re killing a couple of birds with one stone. We’re helping IT and marketing to speak the same language and develop roadmaps that have everyone on the same page with aligned objectives and strategies.

Whether those strategies include hybrid cloud (on-premise + cloud) or full cloud migrations for marketing workloads, we’ll help to consolidate your data, giving better, more timely and efficient insights.

Get in touch to find out how we can help bridge the gap for your marketing and IT with Cloud for Marketing, and see how it can transform your business. Get in touch by booking for a consultation with our CEO Chris Rozic, here.