For the past few years, I’ve noted the value proposition of many tech providers increasingly includes things like: “Tech-enable your marketing project without IT involvement.” It’s tempting, and it’s worked well for marketers that are under pressure to do things fast (what else is new?) especially projects that only need data support (not applications). But as marketing initiatives become increasingly tech-enabled, and draw on higher value IT assets – it may be time for both CIO and CMO organizations to lay down their swords.
Lori Bush Shepard, former VP of Corporate Marketing at Marketo notes: “There’s a big difference between not needing IT’s time and circumventing IT entirely. SaaS solutions are a benefit to IT if they don’t distract from priority projects while getting marketing the solution it needs. But leaving IT in the dark can cause major headaches later on, when the CIO goes to rationalize the company’s IT infrastructure and discovers rogue projects tapping into mission-critical systems.”
Good rules to heed:
Know where your project intersects with IT. Just because you are tapping into hosted data at Salesforce doesn’t mean IT shouldn’t know about it. Other Salesforce-related projects could be in the works that could compromise IT’s situation, or yours.
Let IT know your business objectives, not just what technology you need. They may have an idea for how you can achieve your marketing goals in less time with less money than the vendor you’ve lined up. They also might have some experience with the vendor that you aren’t aware of.
Use your CEO relationship. If your project is critical to the CEO’s growth initiative, use that argument to get IT’s attention (and priority).