Will IT Miss The Digital Wave?
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User Rank: Author
8/22/2014 | 9:55:15 AM
Re: BT the new IT?
You're right Terry, I was thinking of marketing teams hiring outside developers without involving IT. I'm not so sure I buy the image of marketing not being very tech savvy, I think that has changed at many companies. But I am sure that marketing is very comfortable turning to third parties to do their creative/development work, they've done that forever. 

Do you think B2B skips the mobile movement? I've seen some very creative multi-channel digital work by B2B companies. Might faxes just continue to co-exist alongside mobile channels?
User Rank: Ninja
8/22/2014 | 9:52:58 AM
Re: Mobile dev
Laurianne, I keep hearing this, but never see this in the real world? Can you name anyone outside of the Fortune 500 that this applies to? While they may be the biggest companies, they are only 500 out of thousands of companies. Maybe some new tech startups?

I certainly agree that 500 is "many", but definitely not "Most". A common theme used by tech journalists and editors is "if you aren't doing this, you are getting left behind the times." I think it's more hyperbole than reality.

While I could certainly be wrong, it has never been my experience that 80%+ of tech "trends" don't apply to MOST companies, especially mid-size ones.
User Rank: Author
8/21/2014 | 1:53:29 PM
Mobile dev
Customer-facing mobile dev is a power seat in the digital business. Plenty of marketing teams have acquired dev teams who in another time would have worked for IT. IT has two choices at many large companies -- become a true partner with marketing, or get shoved aside.
User Rank: Ninja
8/21/2014 | 12:58:33 PM
Re: BT the new IT?
I'm still laughing at the idea marketing is creating mobile apps all by themselves. Most of marketing guys I ever knew couldn't find the power button on their computers.

I'm sure Chris means marketing is directly engaging some outside IT to develop the app without involing internal development team. I could see that. There is a transition going on in skill sets, internal IT more geared to keep ERP running. Only the biggest companies are going to build their own internal mobile development teams. And only certain types of companies will ever have to worry about it. By that I mean consumer facing versus B2B. We still send faxes to some of the businesses who are our customers.
Shane M. O'Neill
Shane M. O'Neill,
User Rank: Author
8/21/2014 | 12:29:00 PM
BT the new IT?
I like Forrester's idea of business technology, or BT, where developers, designers, marketing pros, IT, and anyone who works on technology-related projects are under the same umbrella. It's easier said than done. It will call for some restructuring. Turf battles will ensue. But blending is necessary for digital businesses. The silo mentality is leaving IT out in the cold.
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