When these two departments are in alignment, MarTech tools can be used to optimum efficiency. Marketers can use their expertise to drive market differentiation and create the best customer experience, while IT teams can focus on running, managing, and scaling the technology in a streamlined and cost-effective way. The entire organization benefits from this synergy, especially when it comes to maximizing the bottom line.
Why IT Departments Matter in Marketing
While marketing teams may be the ones responsible for creating innovative and engaging content, the success of that content now relies heavily on how it’s presented and delivered from a technological standpoint.
Data-based and dynamic creatives, for example, depend on fast and precise IT systems in order to be effective. No matter how clever the messaging may be, it won’t convert if the data is not accurate. So it’s essential that, whenever appropriate, tech leads be brought in as early as possible to help with data-based marketing strategies, including:
Evaluating New Marketing Technologies
Assisting With Implementation
In order to ensure a smooth and efficient transition, a number of tech-focused factors need to be considered, including data migration, synchronization with other applications, permissions, mobile strategy, and integration with single sign-on systems. It’s also important to have a clear idea of how the application will be supported by IT teams once it’s been deployed moving forward.