Marketing Can Partner Better with IT By Streamlining Its Requests


One of the classic sources of internal company friction is the relationship between Marketing and IT. Historically, many companies have reported that the two departments often had a challenging relationship because their orientations were so different. More than 20 years ago, there was a Sunday Dilbert comic strip that summarized this challenging relationship from an IT department POV. This summarized it so well that even 20+ years later I can cite the marketing guy’s wants by heart.

After all, if a marketer cannot laugh at this, they have no self-awareness.

IT faces daunting and unique challenges – but I think the fundamental one is that they are charged with maintaining homeostasis viz the existing systems and infrastructure while simultaneously delivering innovation that can have transformative effects on an organization.

The need to drive change and transformation should be a common bond between the two departments. And in high performance organizations, it is. And if your marketing organization (like the one that can be found in site) is working to create a more collaborative partnership with IT, one of the most important things you can do is to reduce the number of “small requests” that you make of IT.

The classic example of a small request is including another media vendor’s tags on a website. This historically frequent request used to be hugely time consuming for many IT orgs because each page had to be manually tagged.

Manual tagging is mindless yet time consuming, and brings with it the likelihood of errors and site performance challenges that create even more work for IT. The advent of tag management systems made all this a lot easier and in many organizations was a powerful bridge between the teams. Marketing got a faster way to implement tags while IT got to strategically evaluate solutions and maintain control of the tech stack.

As Marketing and IT teams look for ways to further improve their relationship, identifying time-consuming yet “non-strategic” work should be a key focus. When something is time-consuming yet “non-strategic,” both sides end up dissatisfied. IT because the team is distracted from important strategic work, and Marketing because things take longer than they “should.”

Helping to mitigate these sorts of challenges and relationship stresses was a primary reason why we created the Apsalar Mobile ROI Platform with  pre-built integrations that connect our data to leading marketing partners. The purpose of these integrations is to streamline and simplify the process of sharing audiences and data for more customized targeted marketing.

As you may know, Apsalar works with more than 700 partners. Using our platform, clients can set business rules and securely share data and audiences with media partners and platforms they choose. That enables customized, personalized campaigns and messaging via advertising, push notifications, CRM email and more.

With these pre-built integrations, IT can strategically evaluate our process, infrastructure and security. Once the overall process is approved, Marketing can add partner after partner within the Apsalar interface, secure in the knowledge that IT’s standards are consistently met. Marketing gets faster execution, and IT is freed up from the busywork.


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