The Best Way To Stop Marketing From Getting Around IT: Teach ‘Em
Written by Todd L. MichaudDecember 1st, 2009
In the past, the relationship between marketing and IT was often strained by marketers' seemingly innate attraction to the “shiny new toy” and IT’s needs to follow structure, process and sometimes even a project plan (Gasp!). This tension, pens Franchisee Columnist Todd Michaud, was only made worse as marketing vendors averted the perceived IT roadblock by providing completely outsourced platforms. “Don’t worry, you don’t even need to tell your IT guy that you are doing this.”
But there's a way to fix this. Historically, many franchisees have not been allowed to launch their own Web sites, have a Twitter feed or do a blog about their stores. Michaud used to believe that it was extremely dangerous to let franchisees have their own voice on the Internet. Today, he embraces it. It's not only good for business, but it's the first step in IT becoming a coach, an instructor. In short, becoming someone other departments see as a partner and not as mere interference.
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-Ed
December 3rd, 2009 at 12:05 pm
Hey Todd,
Interesting thoughts, but although my background is also retail IT, my focus has been on the supply side. There is nothing worse than the marketing side over promising and the supply side under delivering. I agree the new media present challenges, but I think your analysis under estimates the coordinating function of IT. The IT department does not only implement individual projects, they are often the ones who know what both the left and the right hands of an organization are trying to do and can coordinate business processes in addition to technology. If an organization cannot deliver the goods all the marketing in the world will not improve sales.