{"id":1239,"date":"2013-11-19T09:35:48","date_gmt":"2013-11-19T14:35:48","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1239"},"modified":"2017-10-24T10:37:53","modified_gmt":"2017-10-24T14:37:53","slug":"marketing-and-it-unlikely-partners-in-the-delivery-of-extraordinary-brand-marketing","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2013\/marketing-and-it-unlikely-partners-in-the-delivery-of-extraordinary-brand-marketing\/","title":{"rendered":"Marketing and IT, unlikely partners in the delivery of extraordinary brand marketing"},"content":{"rendered":"

By Gilbert Sabat, Founder & CEO of MM4L Canada Inc.<\/em><\/strong><\/p>\n

\"Gilbert
Gilbert Sabat<\/figcaption><\/figure>\n

With the advent of the internet, brand marketing has morphed into a complex fast-paced continuously evolving art and science. Marketing and IT, two very different disciplines and skill sets, if properly synergized can help deliver extraordinary brands. This article will analyze the ways that today\u2019s organization can adapt to achieve that challenging goal.<\/p>\n

There are many articles supporting the tighter integration between IT and marketing. Combining an organization\u2019s primary efficiency\/cost-savings function (IT) with its revenue-generating arm (marketing) yields both top- and bottom-line growth.<\/p>\n

Below are seven primary steps to integrating marketing and IT:<\/p>\n

    \n
  1. Clearly define & prioritize common objectives for IT & marketing. <\/strong>The organizational leadership team must communicate the common objectives of IT and marketing and prioritize the necessary resources and financing.<\/li>\n
  2. Design an organizational structure that supports hybrid cross-functional objectives. <\/strong>The marketing technology team is the bridge between IT and marketing. Irrespective of their HR reporting structure, the team should function operationally in a matrix, reporting to marketing and IT leaders.<\/li>\n
  3. Support the marketing technology team with a cross-functional steering committee.<\/strong> A steering committee headed by IT and marketing leaders must be scheduled at regular intervals to ensure progress and address challenges.<\/li>\n
  4. Clearly define roles and responsibilities. <\/strong>All stakeholders must understand their roles and responsibilities, including, brand marketers, advertisers, marketing technologists, etc.<\/li>\n
  5. Empower the marketing technology team to deliver technology efficiency and innovation. <\/strong>This means having expertise and being accountable for the following:\n
      \n
    1. Technology selection and architecture<\/li>\n
    2. Process optimization & continuing improvement<\/li>\n
    3. Project management<\/li>\n
    4. Piloting innovation<\/li>\n
    5. Business acumen<\/li>\n<\/ol>\n<\/li>\n
    6. Engage the marketing technology lead in marketing planning. <\/strong>From annual planning to activities, the lead must participate to ensure proper scheduling and staffing. <\/li>\n
    7. Ensure that the marketing technology team communicates clearly defined plans and key performance indicators (KPIs). <\/strong>From cost-saving efficiencies to revenue generating initiatives, the team must clearly articulate the projects that will deliver these and the KPIs that will measure success.<\/li>\n<\/ol>\n

      Below are some of the challenges to look out for:<\/p>\n

        \n
      1. Change management. <\/strong>Whether it\u2019s changing IT\u2019s perception of marketing or vice-versa or integrating IT into the marketing\/advertiser relationship, change management is not to be ignored. A formal plan with leadership support is required to facilitate the transition.<\/li>\n
      2. Time to market.<\/strong> IT is accustomed to projects taking months, while marketing works in days and weeks. To bridge that gap and not lose the rigor associated with IT projects, it is important that marketing technology leverages the agile implementation methodology (iterative and incremental development).<\/li>\n
      3. Speed of reaction.<\/strong> IT is accustomed to developing a yearly plan and delivering to that plan. With regular shifts in market and consumer behavior, the marketing technology plan must build flexibility in the portfolio.<\/li>\n
      4. Remaining leaders and not laggards in marketing technology.<\/strong> Marketing technology must assign an \u201carchitect\u201d whose responsibility is to remain at the forefront of technology.<\/li>\n<\/ol>\n

        With the explosion of the internet, the concept of IT and marketing collaborating is no longer the future, but the present. To remain relevant and grow, irrespective of their industry, organizations must maximize the synergies between marketing and IT.<\/p>\n

        \n

        Gilbert Sabat<\/strong><\/span>
        \nGilbert is a marketing technologist with over 15 years\u2019 experience in small to Fortune 500 companies. Throughout his career, he has helped companies deliver double-digit growth through efficient use of leading edge, yet practical and integrated marketing technology. You can connect with him via LinkedIn<\/strong><\/a> or call him at 514-262-4780.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

        By Gilbert Sabat, Founder & CEO of MM4L Canada Inc. With the advent of the internet, brand marketing has morphed into a complex fast-paced continuously evolving art and science. Marketing and IT, two very different disciplines and skill sets, if properly synergized can help deliver extraordinary brands. This article will analyze the ways that today\u2019s […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[144,185],"tags":[57,111,58,78,157,132,186,187,188,189,134,104,190,191,192,143],"acf":[],"yoast_head":"\nMarketing and IT, unlikely partners in the delivery of extraordinary brand marketing | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2013\/marketing-and-it-unlikely-partners-in-the-delivery-of-extraordinary-brand-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing and IT, unlikely partners in the delivery of extraordinary brand marketing | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"By Gilbert Sabat, Founder & CEO of MM4L Canada Inc. With the advent of the internet, brand marketing has morphed into a complex fast-paced continuously evolving art and science. Marketing and IT, two very different disciplines and skill sets, if properly synergized can help deliver extraordinary brands. 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