IT vs Marketing

Information Technology is from Mars, Marketing is from Venus

Sept 2007.

There's often tension between marketers and their IT counterparts. Each side tends to think the other doesn't understand what they do, or what they need to accomplish their goals. It's a relationship crisis worthy of Dr. Phil's attention, and one you might deal with on a regular basis.

But there's hope. Blogger Sam Decker says the CMO and CIO—or whoever heads up the respective departments—can implement four key principles to create a culture of effectiveness:

1) Agreement and accountability
2) Face-to-face work with no "over the fence" mentality
3) Open communications and sharing of plans and results
4) Investment by the CIO, CMO, and their employees to build relationships

The big payoff:
> Marketers learn that IT is interested in how its solutions impact the business and customer.
> IT professionals develop a better understanding of requirements and become more
invested in their work.

"IT thinks in terms of architecture and how things are done," writes Decker. "[IT] needs to fully understand the spirit, intent and detailed requirements of what needs to be done in order to avoid missteps."

The Point: Your IT staff wants to help your marketing efforts. It's up to you to make their input as productive as possible.