The new odd couple: How marketing and IT can work together

Published August 26, 2013 at 11:16 am

Previously, a business’ marketing and IT departments were very separate. With technology ever-evolving though, the need for strong web-based marketing has increased, causing CIOs and CMOs to try to find common ground.

Customers are tech-savvy and increasingly on-the-go with their mobile devices. If companies can’t create digital marketing campaigns along with using traditional strategies, it will be difficult—if not impossible—for them to keep pace with their competition.

A recent contribution piece on SmartBlogs described this very issue, saying that it is essential for marketing and IT departments to find common ground for a company to be successful. Selling is no longer the key to business growth. Marketing is having a larger impact on all departments in an organization, and IT cannot be left out of the loop.

“The ubiquity of the Internet has completely transformed the sales process and function as we know it,” the article said. “Now, marketing is fast becoming the sales force, and mobility is at its core, allowing you to reach your audience and influence the moment of truth in decision-making. A sale is now led by content and context, not a day on the golf course.”

The news source added that integration is one of the top issues that IT and marketing teams need to figure out together. For example, the right marketing management software will help track campaigns from lead generation all the way to the sale, while also keeping CRM systems integrated with any marketing automation tools.

Promotional efforts need to be channeled properly through highly customizable, intuitive local marketing automation software.

Tech and marketing are two different languages, but there is no reason that the right translation can’t be found.