Tuesday, February 7, 2012 But Is Marketing Ready To Buy Technology?
When I was a corporate marketer on the inside years ago, I would occasionally run afoul of IT. My infractions? Oh, I took a few meetings with technology vendors that IT didn’t schedule. The vendors initiated the meetings…most of the time. And every once in a while maybe I’d bend the ear of a senior executive about technology that a competitor had and we didn’t. No, IT didn’t like that at all.
“Why do you have to agitate?” someone in IT asked me once. But, you know, that’s not how I saw it. My perspective was that Marketing had a right to pursue its agenda. To do our digital marketing job, we needed technology. What kind of corporate stewards would we be if we let disinterested or under-informed (on marketing technology topics) IT partners stand in the way of our effectiveness?
