Top Challenges of an IT and Marketing Collaboration

By Dennis McCafferty  |  Posted 03-30-2015 Email

CIOs and IT teams are working more closely than ever with their companies' advertising and marketing executives, but they face significant challenges to ensure these collaborations produce meaningful results, according to a recent survey from The Creative Group and Robert Half Technology. Many of the challenges, of course, are rooted in the "Odd Couple" dynamics of these relationships: While well acquainted with metrics, advertising and marketing professionals still often consider themselves as creative types who don't want their ideas limited by tech or budget realities. But IT departments are all about understanding what tech is actually available for use, and how much it will cost. (Not to mention the logistics of any associated implementations.) However, by identifying their differences, tech and advertising/marketing teams can then work together to bridge the gaps. "The success of an organization's digital strategy and initiatives is dependent on a strong partnership between creative and IT colleagues," said Diane Domeyer, executive director of The Creative Group. "It's imperative for business leaders to encourage teamwork and ongoing dialogue between the two groups, especially since there is so much crossover in key roles, such as user-experience professionals, Web designers and mobile application developers." With this in mind, we're presenting the following most common "things advertising/marketing and IT professionals say about each other" with respect to the challenges, as compiled from the survey research. An estimated 400 U.S. advertising and marketing execs and 2,400 CIOs took part in the research.

Dennis McCafferty is a freelance writer for Baseline Magazine.


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