How marketing and IT can deliver business value together

The cultural stigma against women in tech is alive and well outside the world of computing. “The system only takes 24hrs to get up and running…” How many times have I been told that in marketing systems sales presentations? Business people often display unfair, inaccurate assumptions that my (female) gender and (older) age mean I have little-to-no understanding of technology. Had the salesperson glanced at my LinkedIn profile before our meeting, they’d know I’ve spent many years in IT as a project manager, business analyst and solutions architect.

You know what frustrates IT teams? When marketers announce they’ve bought a new system and it’s got to be up and running in less than a day. It’s even more frustrating when marketers buy systems the business already has. It’s difficult for internal teams to get things done when multiple systems are introduced without process development.

From a marketer’s viewpoint, it’s disappointing when IT teams seem solely focused on getting a product live rather than ensuring it delivers optimal customer value. It’s disheartening to spend hours we don’t have developing processes from idea to execution. Do we need a project manager? What are the requirements? It’s much faster – and dare we say, cheaper – to buy off-the-shelf marketing systems. We can spin trials and sense-check requirements along the way.

It’s great when IT and marketing teams join forces and get excited about implementing the latest technology, but not so great when they forget to consider the customer in the process. How many mobile apps have been created and then withered? Apps must be created in response to customer needs, not just because a company thought they needed a thumbnail in the app store.

Multiple marketing systems like cloud-based solutions and social media channels are convenient, but collating data to create meaningful reports is a daunting task. And, of course, we must be more careful than ever about how we capture, store, and transfer customer data after the updated GDPR legislation.

A beautiful relationship can exist between IT and marketers

Structure, data, and process combined with creativity, reactiveness and customer insight can make magic happen. If IT teams and marketers can understand each other’s skills and discuss goals in a common language, we can fast-track projects and get more done while delivering real customer value. Processes can flex and develop to support the needs of both teams.

Creating space for innovation between the teams is vital. Governance in big strategic products will always be necessary, but there must also be time for trial and learning. Buddying, mentoring and inductions that go underneath the skin of marketing systems – particularly regarding data and why processes are in place – will pave the way for marketers and IT teams to deliver bigger results for our customers and organisations.

I see possibilities in data and ways to fast-track technical requirements. I draw on my experience, which stretches back to the dot.com boom, to find ways to make things work. Inexperienced marketers and those without an IT background might know how to use systems to achieve a goal, but they don’t always know where to dig deep for discoveries about what else may be possible.

My advice to women and older marketers dealing with preconceptions? Challenge the stereotypes people have about you head on. Ask that judgemental salesperson in-depth technical questions crucial to the system and you’ll see a sharp attitude change. As for getting the most from IT and marketing teams, encourage that positive tension. Don’t use multiple marketing systems without proper process development. And above everything, always focus on creating customer value. Your business will thank you for it.

Amanda Howard is the marketing director at Buzz Bingo, responsible for driving customers to Buzz Bingo’s omni-channel offering.