The two areas being most dramatically affected in the modern transformation of the corporation is marketing and IT. What’s more, the changes involve a forced coming together of two of the most unlikely of compatriots. It can be awkward.
A “frenemy” is someone you’re technically friends with, but the friendly part exists mostly on the surface. Neither is exactly cheering on the other. Here are some reasons marketing and IT are set up for such a relationship.
1. There’s someone or something making them play nice.
Frenemies usually don’t come together by choice. They’re pushed into it by circumstances or some authority figure. In this case, business changes imposed by socially empowered consumers have CEO’s fully expecting their marketing and IT teams to unite and meet these new challenges…like it or not.
2. They’re usually very different people.
Think about company holiday parties of the past. Did the marketing people hang out with the IT people? Didn’t think so. There’s often a different vibe, a different language, and business goals are viewed from a different angle. No longer can each refer to the others as “those guys over in marketing or IT.”
3. There’s resentment over who has the most.
Who has the biggest budget and the most control? The Gartner prediction of January 2012 is oft repeated; the average CMO will have a larger IT budget by 2017 than the average CIO. IT is being eyed for cost containment, not investment. IDC says about 2/3 of tech spending for marketing and rising already comes from marketing. Add to dropping IT budgetary needs the fact that tech strategy is increasingly being led by the CMO, and it can be a tough pill to swallow.
4. Fear of being the odd person out.
Larry Weber of the W2 group points out CIO’s are realizing they may soon basically be working for the CMO as the tech arm of marketing. An Economist survey of C-suite execs found 57% expect their IT function to change significantly over the next 3 years, 43% said their company will increasingly use IT as a commodity service, and already 1 in 6 CIO’s have no real role in setting IT strategy. The choices are to fight (hoping the CEO won’t side with the department driving lead gen), or follow Dell CIO Andi Karaboutis’ lead and make your primary concern “how do I enable this enterprise so they have what they need?”
5. Lack of trust.
CIO’s think marketing promises things without consulting them and without good business reasons. 36% of CMO’s say IT doesn’t deliver fast enough. An Accenture survey came right out and showed the CMO and CIO don’t trust each other. CMO’s are thinking of IT as a provider, not a partner. So convinced are they that IT works against their interests, they go around them. 45% of marketing execs prefer letting marketing employees handle data with no involvement from IT. IT thinks marketers don’t “get” data integration, standards, privacy or security.
6. Everybody around the bad relationship stands to get hurt.
There’s a reason collaboration between marketing and IT is imperative. When it’s not happening or when it’s being done poorly, the customer experience (and thus business) suffers. Nobody wins…except maybe the competition if they’re more unified.
How can marketing and IT move beyond “frenemies” and into a healthy, productive relationship? The good news is younger workers in both aren’t as keenly aware of the divide. New marketers are not opposed to embracing tech. New IT types embrace facilitating lead gen and want to be agile, internal innovators in the process.
Rapid7’s CIO Jay Leader points out, “In the old days, you couldn’t get anything out of a computer unless you came through me or my organization. Those weren’t the good ol’ days.” If marketing and IT can agree on primary business goals, on what’s needed to reach them, and the parameters to do so securely, the foundation exists for real collaboration.
Part 2 of Oracle’s study with Social Media Today and Leader Networks focuses on collaboration between marketing and IT departments, and how enterprise organizations are faring in that respect. We invite you to sign up to be alerted to the paper’s release.
Photo: Martin K, stock.xchng