Technology will become increasingly important to marketers in the years to come. In fact, according to a recent study conducted by IBM, “Four-fifths of respondents plan to use customer analytics, customer relationship management (CRM), social media and mobile applications more extensively over the next three to five years.”
However, implementing this valuable technology isn’t easy. In that same study, IT issues such as implementation and reliability are cited as a major barrier to usage.
So what’s a marketer to do?
You’re getting pressure from the top to show results, but the subsequent meetings and cost to implement tracking technology can nearly break you.
Partnering with your information technology team will become increasingly critical as demand for measurement increases.
Gone are the days of Marketing and IT divided by several flights of stairs and a front room, back room mentality. To implement the technology that marketers want and need, they need IT beside them every step of the way, not only supporting them, but advising them.
How do you make that shift in your organization? Here are a couple ideas:
Get IT involved early
- Invite them to the planning meeting, instead of bringing them in after a direction has been determined. Allow them to be part of the process so they can become another champion for your initiative and think through issues from the start.
Share the big picture with them
- Express why this initiative is important and ultimately what it can achieve for the company. And, outline your plan for how to use and manage the data after the implementation, since stability and security are some of their biggest concerns.
When this happens, here’s what you can expect: Technology will get implemented faster with fewer complications leading to savings in time and costs. And if issues do crop up, you’ll have another partner engaged and willing to help you resolve them.
When IT is willing and able to participate in this approach, it’s a step in changing their perception as a potential roadblock to an invaluable partner ready to help the company blaze new technology trails. Not only marketing will benefit. It’s a win-win for everyone.
How is your company bringing Marketing and IT together to improve technology implementation? What’s worked for you? What hasn’t?