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People often think of these disciplines as opposites, but the digital revolution has changed all that. Today IT and marketing represent the "yin and yang," two seemingly contradictory forces that actually complement each other.
To succeed, any organization needs to deliver a premium customer experience and improve the bottom line. But if these objectives aren't in sync, the company could lose customers to those that do appreciate the yin and yang of IT and marketing.
Technology-driven change
Connected devices have changed how consumers interact with brands across all channels. And every interaction generates data that's useful in understanding what customers want and expect.
But how does an organization take advantage of this data? The solution is simple: Marketing and IT teams need to join forces, rethink outdated processes, and combine skill sets to solve shared challenges.
When IT gets involved with the collection and analysis of big data, it helps marketers understand specific details of the customer relationship, leading to more personalized brand experiences.
Making it happen
Once marketing and IT organizations understand the "why" behind collaboration, they can move on to the bigger challenge: the "how." Both teams need to work together to balance speed and agility with the scaling experiences across brands, segments, and regions.
About half of CMOs and CIOs surveyed by Accenture say their relationships have improved, but more collaboration is needed. To foster the marketing and IT relationship, consider these best practices.
- Drive change from the top down. C-level executives have to prioritize collaboration and invest the time, resources, and money required for it to work.
- Share key performance indicators. The CMO and CIO are responsible for meeting shared objectives, so everyone is invested in the organization's success.
- Nurture relationships among teams. A relationship built on a common objective has a greater likelihood of working out than one with conflicting goals.
- Measure your progress. Measurement is essential for every campaign. Today, an organization can define and measure goals with more precision than it could before.
Click above to listen to Adobe's white paper on how marketing and IT can find harmony in the yin and yang of the digital world.
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