Comments
IT Leaders Must Assume New Role: Marketers
Threaded  |  Newest First  |  Oldest First
Laurianne
100%
0%
Laurianne,
User Rank: Author
5/27/2014 | 1:09:24 PM
CIO As Marketing Pro
This topic came up several times at the MIT CIO Symposium last week. Forrester analyst Peter Burris noted how many technology company CIOs now tag along to customer sales pitches. The CIO of the potential customer wants to hear from the tech company CIO more than he or she wants to hear from the sales/marketing folks making the pitch.

Have you got the close-the-deal cred required for such interactions? Same is true for CIOs with security concerns regarding new projects or services. They want to hear it right from the CIO of the partner, the potential vendor...
GAProgrammer
50%
50%
GAProgrammer,
User Rank: Ninja
5/27/2014 | 2:37:38 PM
Merging of IT and Marketing
I have seen tons of articles in the tech press lately about how IT needs to become markters. Do you think it is because Marketing had to resort to Shadow IT to get things done and made great strides? Or is this just the latest in tech buzz, like DevOps and the 100 other words out there?

Funny how no one ever tells Marketing that they need to become more IT focused. While I certainly understand the need to cooperate between departments, for IT to become markters seems a bit short sighted.
mak63
100%
0%
mak63,
User Rank: Ninja
5/27/2014 | 10:16:50 PM
Re: Merging of IT and Marketing
@GAProgrammer


Funny how no one ever tells Marketing that they need to become more IT focused. While I certainly understand the need to cooperate between departments, for IT to become markters seems a bit short sighted.

As much as I would like to agree with you on this, you can't really expect marketers to create "engaging content: webinars, blog posts, community comments, "ask me anything" chats, tutorial videos", etc. Right? Perhaps we need to create a new department. We can call it MarkIT.

 

 
jfeldman
50%
50%
jfeldman,
User Rank: Strategist
5/28/2014 | 8:01:39 AM
Re: Merging of IT and Marketing

Actually, there ARE people telling Marketing that they need to become better at tech and analytics. A lot of the marketing content at Authority was surrounding responsive web design, metadata / schema, and so on. And yes, shadow/rogue IT happens when peoples' needs aren't getting met through the normal channels. (I wrote something about the shadow IT misnomer the other day, actually: Shadow IT Is Over (If You Want It)

GAProgrammer
100%
0%
GAProgrammer,
User Rank: Ninja
5/28/2014 | 8:29:15 AM
Re: Merging of IT and Marketing
I couldn't agree more about Analytics - that is Marketing's domain, not really IT invovlement (other than support for the required hardware/software). I've always thought of business data analysis as a marketing function, but that may just be me.

I definitely agree that Shadow IT is a monster of IT's own making, usually due to lack of responsiveness or cooperation. It still boggles my mind that there are IT leaders out there who think they work in a silo of servers where they can hand down edicts from on high. To me, the job of IT is to support the business and OTHER departments, not their own. Sadly, I can tell from forums and articles that this just isn't the case.
Alison_Diana
100%
0%
Alison_Diana,
User Rank: Author
5/28/2014 | 9:17:27 AM
Tell Your Story
Some of the best CIOs in the business -- those who are most in touch with their organization's needs and consistently get buy-in for sometimes sweeping tech changes -- are those who do the best job of communicating with customers: the end-users within their organization. You can call it marketing, but this communication via internal (and external) social media; user and executive groups; departmental workgroups, and more increases IT's visibility and creates a reputation as a partner, as a team that works with other departments and individuals to get things done, as opposed to the group that says 'no.' 
Shane M. O'Neill
50%
50%
Shane M. O'Neill,
User Rank: Author
5/28/2014 | 3:30:59 PM
We're all marketers now
Jonathan, I imagine there will be challenges with getting rank-and-file IT folks to suddenly put on a marketing hat. Many in IT didn't sign up for this. What if they're just not cut out for customer engagement but are brilliant technologists? Will they, like many of us in various lines of work, come to accept that marketing is all our jobs now, and adapt?
jfeldman
50%
50%
jfeldman,
User Rank: Strategist
5/30/2014 | 8:40:06 AM
Re: We're all marketers now
Sure, there will always be a place for those technologists who can't deal with customers -- but that pool will become increasingly smaller as time goes on, IMO.
Laurianne
50%
50%
Laurianne,
User Rank: Author
5/30/2014 | 8:54:10 AM
Re: We're all marketers now
Jonathan, what is your advice to IT introverts who don't like this new be-a-marketer dynamic?
jfeldman
50%
50%
jfeldman,
User Rank: Strategist
5/30/2014 | 10:09:49 AM
Re: We're all marketers now
What!? There are IT folks who are introverts?

:-D

I actually know several marketing GENIUSES who are introverts. "Famous guy" case in point: Darren Rowse, founder of Problogger (he also gave some FANTASTIC advice at the conference about how to do meaningful work, btw.) But I remember that he tweeted something like, "ok, I've been chatting with you extroverts for a while, time for me to retreat into my introvert cave now," as a reason why he wasn't joining yet another extroverted party/event. So, Protip #1, let the extroverts know that you're an introvert so that they forgive you.

Protip #2: find other introverts who happen to be good at communication and marketing and figure out how they're dealing with it. My suspicion is that they rely more on writing and non-in-person tools, but that's just a guess. If I was an introvert, I could confirm. But as you know, I AM A FLAMING EXTROVERT. :-)

 
Laurianne
50%
50%
Laurianne,
User Rank: Author
5/30/2014 | 11:03:05 AM
Re: We're all marketers now
Two great tips, JF. I am also a believer in writing as a way to find your speaking voice, if you are unsure of that speaking voice.


The Business of Going Digital
The Business of Going Digital
Digital business isn't about changing code; it's about changing what legacy sales, distribution, customer service, and product groups do in the new digital age. It's about bringing big data analytics, mobile, social, marketing automation, cloud computing, and the app economy together to launch new products and services. We're seeing new titles in this digital revolution, new responsibilities, new business models, and major shifts in technology spending.
Register for InformationWeek Newsletters
White Papers
Current Issue
InformationWeek Tech Digest September 18, 2014
Enterprise social network success starts and ends with integration. Here's how to finally make collaboration click.
Flash Poll
Video
Slideshows
Twitter Feed
InformationWeek Radio
Sponsored Live Streaming Video
Everything You've Been Told About Mobility Is Wrong
Attend this video symposium with Sean Wisdom, Global Director of Mobility Solutions, and learn about how you can harness powerful new products to mobilize your business potential.