When marketing and technology collide, too many IT departments react with extreme measures. CIOs and IT professionals can choose to block marketing efforts, get out of the way entirely or embrace strategies that position their technical expertise to have the greatest impact, according to a set of marketing executives who spoke with CIO.com.
Businesses fall into two camps, in which IT professionals become “order takers or stonewallers,” and these relationships breed resentment among all involved, according to Keith Sibson, vice president of product and marketing at PostUp, an email marketing firm. IT professionals should try to understand their marketing colleagues’ motivations and then work in tandem to develop programs that meet those goals. However, marketers also need to be pragmatic in their requests, he says.
