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03.01.2020 Why There Needs to be Better Integration Between IT and Marketing

 

With so many software applications, necessary technological systems in place and the integrations crucial to tracking consumer behavior and the power of marketing, IT works behind the scenes to make sure marketing operations and technology are optimized.

 

Here are some key takeaways that you will gain after you read this post on how IT and marketing can integrate:

  • For years, marketing and IT have not had the strongest relationship. However, this needs to change because marketing departments have a growing need for IT to aid them with their different technological processes
  • Processes are becoming more and more customer centric and IT comes in handy for marketing so that they can keep up to date data on customers and leads and execute flawless customer experience strategies
  • There is a disconnect on how effectively IT and marketing departments operate. 78% of IT professionals feel that they work collaboratively with marketing while only 58% of marketers think the two departments work well together

Now let’s discuss why marketing needs IT and provide best practices on how the two departments can successfully work together.

 

Marketing teams can enhance their working relationship with the IT function

Marketers are tasked with capturing consumer data and implementing powerful CRM capabilities. To utilize the data they collect on leads and customer behavior, a lot of technology is involved.

 

Many marketers have a stack of over 20 technologies! To set up, run and integrate these technologies, marketers need the help of IT more than ever before. Instead of putting the data they glean from these tools in outdated Excel spreadsheets, IT can help with data management and processes to consolidate data and get a better overview of the metrics gathered from their technology stack.

 

The Optimization Advantage

As marketing grows its technology stack, it’s becoming more important for IT and marketing to collaborate. IT can optimize marketing systems so that consumer behavior can be tracked. The many ways IT can optimize marketing processes are:

  • Setting up technologies that help marketers do their job
  • Maintaining technology stacks so that they continuously operate effectively
  • Power corporate email operations
  • Ensure that CRM’s operate correctly
  • Lessen downtime that business applications are down
  • Optimize customer experience
  • Aid in the maintenance and acquisition of client and lead data
  • Tracking leads as they move through the sales funnel
  • Nurturing leads and converting them into customers
  • Custom API integration
  • Encrypting data
  • Ensuring compliance regulations
  • Backing up data
  • Making sure that marketing programs are scalable without hitches
  • Data migration
  • Reporting on procedures that they implement
  • Business intelligence
  • Mobile optimization
  • Website updates

As you can see the list is quite extensive on which marketing processes involve technology and that’s where IT comes in.

 

Implementing New Applications

While some applications claim that they’re easy to implement for their everyday users, the truth of the matter is that marketers should utilize IT when implementing any new application. This way, IT can make sure that the application is added to the marketing stack properly and integrate it into any other marketing technologies so that marketers can easily get insights on consumer behavior.

Applications should be synchronized to ensure that marketing processes don’t operate in a silo and marketers can get a view of their various initiatives and how their leads are making their way through the consumers' journey.

 

Fostering Effective Communication

While IT and marketing are very different and don’t tend to speak the same language, it’s apparent that they need to be on the same page and work closely together. With all the technologies that marketing needs to adapt and update, fostering effective communication is a must. For IT and marketing to work more effectively together, here are a few strategies:

 

  • Outline a vision and establish goals
  • Meet weekly or monthly on the progress of current projects and discuss new technologies marketing wants to implement
  • List priorities so IT knows which projects to tackle first
  • Marketers can be more communicative on how the projects help their marketing plan so IT has real-life scenarios to work off of
  • IT can let marketing know if the projects is feasible
  • Create a working document of timelines and updates so both teams know what’s going on in real-time
  • IT can clue marketing in on whether or not there are quicker and more efficient routes to reach goals

Conclusion

People in marketing are very different than people in IT. The two departments speak very different languages and operate differently from day to day. That’s why it’s crucial for the two to meet on an ongoing basis.

 

There are so many ways that IT can help marketing be more successful so it’s crucial for the two departments to align and communicate.

 

IT, as it relates to marketing, is underrated in many organizations but the reality is they are a powerful asset to make technology stacks more effective and improve ways that marketers use technology.

 

 

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