Why the CMO & CIO Need to Mend Fences

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Barbara Krafte
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Evangelist

I agree Mitch and think you articulated it very well.

In fact, marketing in many companies has not integrated technology into it's strategy, methodology, delivery, or processes. Technology deployed to innovate and power a company's marketing in a multi-dimensional way has not been as embraced as the lip service suggests. The lack of imagination when it comes to integrating technology into a company's marketing DNA tends to relegate it to a reactionary vs. strategic role.



impactnow
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Evangelist

Mitch you are absolutely explaining it well and I agree as a former product manager of a technology product I had more than my fair share of opinions regarding the technology used in product development its part of being an educated marketer. Unfortunately at times this can appear to be a shift into some on else's territory. It's a careful balance.

Mitch Wagner
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@impactnow - It's arguable that marketing is the most technology-driven business function. Certainly all areas of business use technology, but in marketing it is the platform for getting the message out. That will lead to marketing feeling ownership of its technology where other business units might not. 

I am possibly not articulating this well. 

impactnow
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Evangelist

Mitch it is true that is usually the case but I think it stems from a misunderstanding of roles and responsibilities some IT departments want to do the job of the marketing staff and some marketers want to get overly involved in IT. It's a tough line especially for technology driven products where the perspectives on types of technology to utilize may differ.

Mitch Wagner
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Re: Mending fences
Mitch Wagner   1/23/2012 3:12:23 PM
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I would expect an IT shop that has problems getting along with marketing probably doesn't play well with anybody. 

impactnow
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Mending fences
impactnow   1/23/2012 10:34:11 AM
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It's true that the relationship between IT and marketing is as legendary as the relationship between sales and marketing but I do think that it has gotten somewhat better over the years.Instituin some checks and balances and tying compensation to deliverables for IT has influenced their ability to focus on business deliverables in a timely fashion and contingency plan.

Mitch Wagner
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@magneticnorth - Playing with a monster is job security. Everybody wins -- except for the company. 

magneticnorth
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@mitch: Yeah, he went away very happy. In the meantime, the new hire who maintains the site couldn't believe that she's playing with a monster everyday.

Mitch Wagner
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@magneticnorth - Good work for the developer, though. 

magneticnorth
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...businesses should focus on their business, and not waste time reinventing solutions to problems that have already been solved. 

Tell me about it! Last year, I heard of a company that paid a programmer for a CMS built from scratch. That in the age of WordPress and Joomla and Drupal. Amazing, really.

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