Last updated on Jul 14, 2024

Marketing and IT are at odds over system changes. How can you bridge the gap to enhance customer experience?

In the dynamic world of business, Marketing and IT departments often have contrasting priorities, especially when it comes to system changes. Marketing teams focus on agility, looking for quick updates that can capitalize on trends and enhance the customer experience. IT, on the other hand, prioritizes system stability and security, which sometimes means slower implementation of changes. Bridging this gap is essential for a harmonious work environment and, ultimately, for delivering a superior customer experience.

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1 Understand Needs

Understanding the needs and goals of both Marketing and IT is crucial. As a system administrator, you must facilitate conversations that help each department articulate what they require from system changes. This involves not just listing features or updates but also understanding the underlying business objectives. By doing this, you can identify common ground and work towards solutions that satisfy both parties without compromising system integrity or marketing agility.

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Aziz Abushelikh

Information Technology Engineer @ Edw. C. Levy Co. | Information Technology Infrastructure
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The purpose of marketing is to reach your target audience and communicate the benefits of your product or service — so you can successfully acquire, keep, and grow customers. So, your marketing goals must relate to the specific business objectives your company wants to achieve

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2 Open Communication

Open communication channels between Marketing and IT are vital. Regular meetings where both teams can discuss upcoming campaigns, system updates, and potential impact on operations can preempt conflicts. As someone who straddles both worlds, you can translate marketing jargon and IT terminology so that each department understands the other's perspective. This fosters a collaborative environment where issues can be addressed before they escalate.

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E. A. Saah

100+ IT support services | Linux SysAdmin | 2X AWS certified | AI foundations | IT security-focused
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Be the bridge between Marketing and IT! Focus on collaboration, not isolation. Translate between the two teams, ensuring everyone understands each other's language and priorities. Work towards shared goals that benefit both departments. This collaborative approach will break down silos and create a smoother, more efficient operation.

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3 Joint Planning

Joint planning sessions are an opportunity to align marketing strategies with IT capabilities. By involving both departments in the planning phase, you can ensure that marketing campaigns are designed with system constraints in mind, and conversely, that IT understands the urgency of certain marketing needs. This proactive approach can help in creating a roadmap that accommodates the timelines and requirements of both teams.

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4 Compromise Solutions

Finding compromise solutions is often about balance. You may need to advocate for phased rollouts of new features to appease marketing's need for speed while satisfying IT's caution. Alternatively, you could suggest temporary workarounds that allow marketing initiatives to proceed without full system integration until IT can ensure a secure and stable environment.

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5 Customer Focus

Keeping a customer-focused approach is key. Remind both departments that any system changes should ultimately serve the customer's best interests. By emphasizing this shared goal, you can often bridge the gap between Marketing and IT. Highlight successful case studies where collaboration led to improved customer experiences, reinforcing the value of working together.

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6 Training Support

Finally, providing training and support can ease tensions. When new systems or updates are rolled out, ensure that Marketing has the necessary training to use them effectively. Likewise, ensure IT is aware of how their work directly contributes to marketing success and customer satisfaction. This mutual understanding of each other's roles in the customer journey can lead to more empathetic and efficient cross-departmental cooperation.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Marketing and IT are at odds over system changes. How can you bridge the gap to enhance customer experience?

1

2

3

4

5

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1 Understand Needs

2 Open Communication

3 Joint Planning

4 Compromise Solutions

5 Customer Focus

6 Training Support

7 Here’s what else to consider

System Administration

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Marketing and IT are at odds over system changes. How can you bridge the gap to enhance customer experience?

1

2

3

4

5

6

7

1 Understand Needs

2 Open Communication

3 Joint Planning

4 Compromise Solutions

5 Customer Focus

6 Training Support

7 Here’s what else to consider

System Administration

Rate this article

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