There is such a gap between “need” and “want” – and the relationship between Marketing and IT sits squarely in the middle, driven in no small part by the onslaught of Big Data.
Take a look at this week’s CIO magazine article, “Building a Productive Relationship with Marketing”. It offers 4 tips for IT to engage the marketing team that are worth considering, irrespective of which side of the fence you are on.
While I think improving this relationship is crucial to success, I’d suggest considering a 5th tip that applies to both teams. Start with the customer/prospect and work backwards into marketing and IT systems and approaches. Instead of focusing on the internal gap, align around the needs of your target audience and work together to close that gap. How does the buyer engage in the purchasing process, and how do the marketing/IT systems provide buyer intelligence that can inform marketing and sales strategies? Joint pursuit of the answers to those questions will move the relationship between Marketing and IT into high gear.
— Lisa Dennis