Centralized databases and analytics systems are increasingly common in marketing efforts today today, because they put more tools in the hands of marketing pros and remove barriers that could have otherwise resulted in a flood of requests for IT, says Sibson of PostUp. "If the data output of marketing tools and initiatives isn't readily available to marketers, IT teams will be bogged down by data requests, and the marketing initiative will gradually lose momentum and often quietly fail as marketing moves on to the next thing," he says.
A genuine understanding of current cloud capabilities can also radically alter marketing strategies, according to Blair Linville, CEO of analytics and marketing automation company Tectonic. "What used to be impossible, complicated or expensive can be accomplished quickly with reasonable investment in the hands of people who understand how to bring the cloud to bear for marketers."
The most effective IT leaders also know when to push back on projects and when to ride out potential setback, says Germansderfer of Carrot Creative. There is a delicate balance — and plenty of gray area — between yes, no and maybe. "Derailing a concept too early due to a feasibility challenge may stop that idea from morphing into something better or more pragmatic," he says. "It's never smart to let a marketing team spin up their resources too much over an impossible idea, but there's a right time and place to kill concepts with technical feedback."
Marketing runs into IT bottlenecks when platforms are too rigid and complex, according to CloudCraze's Belling. "CIOs are in a unique but difficult position today because of the constant growth and innovation in technology," he says "This culture of technological disruption puts enormous pressure on the CIO to make the right IT decisions for their company. In most cases, their decisions will have a significant impact on the marketing department as well."
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