How Marketers Can Get IT Invested in New MarTech

Marketing Insights for Professionals

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Wednesday, January 16, 2019

MarTech has become a significant part of modern marketing strategies but how do you convince IT professionals to get behind it?

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Whenever companies are introducing a new technological solution, it's important that everyone even indirectly involved is supportive of the initiative and gets engaged with it. But when you are trying to communicate the importance of a certain type of software to teams that have other priorities, it can be a massive challenge.

For marketers, MarTech has been a valuable resource that can assist and support campaigns, but conveying this relevance to people that don't speak marketing can be complicated. However, for any tech solution to be as successful as possible, it's crucial to get buy-in from IT.

Although IT may not be directly involved with the day-to-day activities of MarTech, they need to be on hand to provide additional support when necessary, such as implementing it with current systems in place. In addition, it's becoming even more crucial that they understand the importance of it in relation to other tech solutions.

Here are three simple ways to get IT invested in MarTech:

1. Get IT's buy-in from the start

The best way to get your IT team invested in MarTech from the start is to involve them in the entire process. Not only is this likely to get them more engaged but it will help marketing understand what potential problems may arise and what complications there may be from implementing certain solutions.

The best way to do this is to sit down with IT before you select your MarTech tools but if you've already started activities, schedule a review for both marketing and IT. This should be a collaborative process where you ask for insight and ideas, instead of instructing IT on what's happening and what you expect them to do to fix the problems.

2. Communicate results to them

IT teams are geared into data and figures so make sure you are scheduling regular sessions where you communicate the key results of your MarTech activities to them. This will help get them invested in the work you're doing but also in finding potential solutions that may improve results or remove problems that are stalling progress.

Certain MarTech may interfere with platforms or software that is already in place, especially if you want it to integrate your current activities with these. This is why it's essential that IT are as invested as you are so they can help you find solutions to make the software run smoothly.

3. Understand IT's priorities and concerns

Because of the potential problems integration can cause with the other systems already in place, it's important that you listen and understand any concerns that IT may have. Simply ignoring their priorities or worries ahead of MarTech implementation will create a bad working environment and make it difficult for them to become invested in your activities.

Depending on your organization, IT may already have a process in place that they follow whenever introducing new software. If this is the case, make sure you are adhering to the same rules and standards when it comes to MarTech. IT teams are unlikely to want to help you fix tech problems if you didn't heed their warnings or follow the process they've dedicated much time and effort to.

Following these simple steps will ensure that IT and marketing teams can work effectively together, and create a working environment where MarTech can thrive and realize its full potential. Shadow IT can create numerous problems for brands so it's crucial that professionals are able to work collaboratively to bring marketing activities to life.

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