IT and marketing must work together in order to effectively manage the technology that is central to their organization’s marketing success.
The explosive growth in marketing technology requires marketing leaders to become more savvy and involved with technology management. But that shouldn’t be seen as a threat to CIOs. Instead, it is an opportunity to merge goals with CMOs and for IT to assist in the management of emerging marketing technology. Customer behavior dictates that successful marketing initiatives rely on technology from social media to big data analysis. Bridging the gap between CIOs, the traditional corporate kings of tech, and increasingly tech-dependent CMOs will be the linchpin to an organization’s marketing success.
Ben Finklea is the CEO of Internet marketing company Volacci. He is a tech entrepreneur, author and thought leader in the realms of branding, marketing and Drupal.