Despite overwhelming evidence that departmental collaboration improves every aspect of a company, CMOs and CIOs in many organizations are often on different pages. There are a number of reasons for this, but what’s more important is how the two leaders can get their goals aligned. Nadia Cameron recently interviewed three leading IT professionals about how CMOs and CIOs can bridge the gap between their two departments.
As an online business with a portfolio of travel brands, Wotif Group relies on technology every day to help travellers get where they want to go, and to ensure product innovation timelines align with marketing plans. Here are a few pitfalls in striving for marketing and IT alignment, and tips to avoid them.
Pitfall #1: Forgetting that IT innovation changes our world
Innovation economists believe technology innovation drives economic growth, and the same can be true for marketing and many businesses. There are plenty of great ideas inside a business and ensuring people are encouraged to share their ideas across teams is crucial. Wotif Group has strategies and activities in place to develop cross-team relationships designed to foster an inspiring and adventurous environment for idea-sharing: Everything from brainstorms to cross-team planning workshops, showcases, presentations, cross-team planning, innovation challenges and social events. These help bring the powerhouses of marketing and IT together to and promote the sharing of ideas.
We also encourage marketing colleagues to drop in and say hi, hot desk with IT for a while, video-conference with us, participate in online chats and so on, which all help put names to faces and help bridge marketing and IT worlds.
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