Now in Marketing after 15 years of managing technology infrastructure I have gained insights into the similarities and differences between IT and Marketing.  This is the last post in a series of four posts.

In the first post in this series we considered what Marketing doesn’t know about IT. In the second post we looked at the flip side. In the third post we looked at the similarities between the two departments.  In the final post we’ll look at why these two are bound at the hip.

4 reasons why Marketing and IT need each other

1. Marketing needs IT to become (or continue to be) an adaptive organization that effectively applies technology to reach company goals
2. Marketing is great at PR, but isn’t often tech savvy.  IT loves technology, but is generally not good at PR.  If IT helps advance Marketing advance its capabilities via systems/solutions, Marketing could help generate great buzz regarding how IT is a great business partner
3. Both seek to demonstrate their organizational value and they can work together to identify gaps and implement solutions that furthers the goals of the organization
4. Both have experience managing shifting priorities and fire-drills, but if they work together they can establish clear objectives and roadmaps

There’s are discussions out there with some viewing marketing technology as a battlefield.  What do you think is it a battle or an opportunity for greater partnership?

Now in Marketing after 15 years of managing technology infrastructure I have gained insights into the similarities and differences between IT and Marketing.  This post is the third in a series of four posts.

In the first post in this series we considered what Marketing doesn’t know about IT. In the second post we looked at the flip side. In this post we’ll consider the similarities between IT & Marketing.

4 similarities between IT and Marketing

1. Both are often under resourced (or often feel that way).  There’s so much to get done.  IT has to upgrade patches and find time to build out the new infrastructure for the new application all while fielding requests for help.  Marketing has to keep the website content fresh and make time to figure out the next quarter strategy all while helping Sales close new business.
2. Both need to manage shifting priorities and fire-drills.  Both departments have to remain consistent in their delivery and message while at the same time maximizing flexibility to respond to new threats and opportunities.
3. Both need to focus on the NOW (Marketing: revenue capture, IT: effective support)
4. Both need to focus on the FUTURE (Marketing: profitable growth, IT: enterprise architecture)

The similarities are amazing, yet I wonder if they know it!

Now in Marketing after 15 years of managing technology infrastructure I have gained insights into the similarities and differences between IT and Marketing.  This post is the second in a series of four posts.

In the first post in this series we considered what Marketing doesn’t know about IT.  Now let’s look at the flip side.

4 things IT doesn’t know Marketing

1. Marketing is pressured to differentiate - to carve out space within the market.  Key in developing a differentiation strategy are speed to market, research and customer intelligence. 
2. Marketing is measured by how well it helps capture revenue and achieves profitability.  Marketing spends a portion of its day with a short term focus – working to close business.  Yet it also focuses on thought leadership – how to bring dollars in the door next quarter.
3. Marketing serves many masters.  They must juggle the needs of the customer, Finance, Sales and Executive Management.
4. Sometimes there are unseen pressures at play – things are hotter closer to the fire

What can IT do to Partner with Marketing?

So how did I do?

If you’re in IT, did you know these things?  Do such partnership efforts make sense to you?

Marketers, what else doesn’t IT know about you?  Let me know in your comments.

Now in Marketing after 15 years of managing technology infrastructure I have gained insights into the similarities and differences between IT and Marketing.  This post is first in a series of four posts.

Let’s begin the first in this series by giving Marketers a quick view into IT.  Users, that’s what IT calls customers, tend to think of IT as what they see on the monitor (Outlook, Word, browser, business apps), but so much more goes into providing services including disaster planning, security, documentation, auditing, training, support, reporting, network management, disk storage, vendor management, IT operations systems (ITIL), expense management … the list goes on and on.  I offer four things that Marketing doesn’t know about IT.

4 things Marketing doesn’t know about IT

1. IT is pressured to maintain standardization in order to manage costs.  In their heart of hearts many IT people would love to give you the device you need/want (hey, they want them too), but IT is held accountable for what it costs to provide technology services.  Internal customers don’t often bear the burden of cost, IT always does.  Complexity and non-standard systems cost money in support and administration.
2. IT is typically measured by how well it maintains services (not necessarily on how quickly it changes).  You may wish to be on the latest-greatest versions of Microsoft Office and Internet Explorer, but IT has limited resources and supporting many versions of software puts a great strain on available resources.
3. IT serves many masters.  It must juggle the #1 priorities for Marketing, Sales, Product divisions, Finance, etc.  As well as maintain hardware, software and the daily administration of systems and services.  If business partners takes the time to discuss departmental priorities with IT, then IT better understands what is needed, but IT still has to weigh everyone’s needs and make the best decisions it can.
4. IT works all the time – seriously, they are always on call.

So how did I do?

If you’re a Marketer, did you know these things? (and if you did I wonder how deeply you understand them).  IT, what else doesn’t Marketing know about you?  Let me know in your comments.