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“A plague on both your houses”
Collaboration between IT and Marketing
Shakespeare, Romeo and Juliet, Act 3
Digital Marketing“Marketing is more about digital now, which requires more technology”
Most cited reason for CMO - CIO alignment, Accenture
4Cutting Across the CMO - CIO Divide Accenture, 2014
Complication
“moving to an Agile approach also requires a
profound change in the way teams are structured and
operate”
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Agile IT
Management Today, Aug 22nd 2014
• “Interpretive Barriers”
• “Departmental Thought Worlds”
• “Organisational Product Routines”
Interpretive Barriers to Successful Product Innovation in Large Firms, Dougherty, 1992
Insight on the Problem• “Our CIO understands
marketing objectives and requirements” 32% agree, 18% strongly agree
• “Our marketing employees understand technology” 34% agree, 13% strongly agree
• “I provide requirements to IT but what I get back always falls short of expectations” 29% agree, 11% strongly agree
Cutting Across the CMO - CIO Divide Accenture, 2014
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Marketing IT
Q: what can we do to mitigate barriers to collaboration?
..... between functional teams, especially Marketing & IT
13
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