The Relationship Between Marketing and IT

It has always been my opinion that in order to be successful, marketing cannot exist in a silo. Marketing needs to be well-integrated into almost every function of a business, because marketing is responsible for the brand, and the way customers experience the brand is through every interaction they might have with a company and its products.

Communication between marketing and IT is an important part of this. In the past, IT and marketing have been siloed, with communication only at the very top levels of management. Today, however, there must be open communication between marketing and IT on a regular basis.

IT is quickly becoming the most important department in most organizations. The advance of new technologies and the pressure to digitize and automatize every aspect of a business’s operations is forcing companies to invest more and more money into IT and development.

One solution is to create separate IT departments, one for marketing, one for product, one for finance, with higher level managers coordinating between teams, divvying up resources, and setting strategy. Another solution is to keep the department as is, and prioritize projects from all departments on one list, putting the most important, highest impact projects at the top of the list, then assign resources to each project as it comes up.

For marketing, IT will be extremely helpful in the following efforts:

  • Website development and ecommerce
  • Database development and CRM
  • Marketing automation and triggers
  • Product enhancements
  • Data analysis

In order to succeed in today’s marketing landscape, a marketing team needs to know everything there is to know about their customers and the way they interact with the products and services you’re selling. The information is out there, but it usually takes dedicated IT resources to get it ready for analysis.

The relationship between IT and marketing is growing more important by the day. It will take open, ongoing communication between departments, with both maintaining some level of accountability for outcomes in order to be successful.