Can Marketing and IT Collaborate in Martech?


The reality is that when it comes to martech management, some jobs will be IT and others will be marketing. How should they work together?

Selecting, implementing, and managing martech solutions inevitably involves a tug-of-war between marketers and IT, two teams that are inherently on opposite sides. Marketers demand tools that enable them to create digital experiences and effectively engage with consumers at scale, while developers seek adaptability, connectivity, and the freedom to choose the tools across the technology stack.

Such a scenario leads to conflict and inefficiency. That’s why a coherent and inclusive strategy for choosing the right martech tools is critical to building compelling digital experiences.

The common goals of marketing and IT

In reality, marketing and IT share some important common goals:

  • Deploy scalable martech solutions that enable the creation of engaging experiences for prospects and customers.
  • Collaborate seamlessly and efficiently across teams.
  • Align and connect martech tools based on business needs.

One way to achieve these shared goals has been to move from monolithic platforms to MACH architectures that focus on API-first. APIs ensure services can talk to each other for a fast, flexible martech stack.

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MACH gives you the freedom to choose the right tools for your needs while ensuring the tools you choose work well together. This is a huge advantage over the old, monolithic approach where bundled best-in-class tools often provide solutions with major flaws that hamper team effectiveness.

Related article: Expert Tips on Taming the Martech Madness

The Marketing POV: Inclusion from the start

All too often, marketers are left out of the technology selection decision-making process and simply given a set of tools and an instruction to “make it work”. This scenario creates frustrations for marketers who must keep up with multiple channels, including rapidly evolving channels and consumer demands in an ever-changing environment.

Realistically, brands need to recognize that marketers are in the trenches and therefore the closest thing to the experience building workflow. In fact, the input from marketers should carry just as much weight as that from developers when choosing martech tools.

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Additionally, current tools – typically a rigid monolithic martech suite or a cobbled-together mix of legacy and best-of-breed solutions – lack ease of use for marketers, who would then lose control of real-time content. To be effective, marketers must be empowered to independently create experiences, personalize them, and measure performance without enlisting the help of IT.



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