One thing systemically changing businesses of all stripes today is data. While it may seem that many companies have gotten their arms around the complicated data situation, it’s as clear as ever that is not the case.
To help you better understand what marketing is dealing with and why the Information Technology (IT) department needs to help, let me set the scene for you. As noted in my previous post, cross-departmental collaboration is a keystone to delivering a modern, cost effective marketing strategy.
For marketing, IT will be extremely helpful in the following efforts:
- Website development and ecommerce
- Database development and CRM
- Marketing automation and triggers
- Product enhancements
- Data analysis
In order to succeed in today’s marketing landscape, a marketing team needs to know everything there is to know about their customers and the way they interact with the products and services you’re selling. The information is out there, but it usually takes dedicated IT resources to get it ready for analysis.
The relationship between IT and marketing is growing more important by the day. It will take open, ongoing communication between departments, with both maintaining some level of accountability for outcomes in order to be successful.
