How Marketing and IT Can Communicate Better

Like many other SEOs working with different organizations across many different industries, I've noticed one striking and consistent trend that seems to transcend most organizations out there:

 

Marketing and IT really don't speak the same language.

 

I'm not alone, either: this is a consistent issue in many organizations in North America, and it's a challenge that's frequently felt, but rarely resolved. There are a few organizations out there where everyone is generally on-board together, but these organizations seem to be relatively rare.

 

Here's some examples of mistranslations between Marketing and IT:

 

Marketing: "We need to 301 redirect all the pages on the old site to the pages on the new site."
What IT Implements: All the pages on the old site are redirected to the homepage of the new site

 

Marketing: "We need to SEO the website"
What IT Implements: Meta-keywords tags are automatically generated and sitemaps are uploaded to Google

 

Marketing: "We need to make sure that there is no duplicate content on the website."
What IT Implements: Nothing - IT responds: "There are too many pages, and keeping track of this long-term would be unmanageable. This is not possible on our system."

 

Marketing: "We need to track the traffic coming from our PPC campaign"
What IT Implements: A log-in account is created for access to the existing stand-alone analytics package

 

This lack of effective inter-disciplinary communication and understanding can cost money. If Marketing strategy is thwarted by IT, opportunities and revenue can be lost. If IT is thwarted by Marketing, productivity can be lost.

 

The basic cause of this miscommunication is that Marketing and IT follow different roads to the same goal. Both sides want the company to do well and turn a profit. But while Marketing looks outward to increase sales and brand share, IT tends to focus on the internal efficiency and risk management of the technology.

 

In addition to focusing on different avenues for keeping the business strong, there can also be a fundamental difference in how each group specifically views technology and the website.

 

Marketers tend to see the website as a channel, and also as a sales or branding platform. To a savvy marketer, technology in general offers an opportunity to increase the number of interactions people have with the organization. The website represents the ability to present the organization in a certain light, to sell directly to customers, or to form a relationship with the target market.

 

IT on the other hand, is ultimately responsible for the functioning of the website, even when there are unexpected circumstances. If marketing gets lucky and actually gets a story on the front page of digg, it is IT who bears the first brunt of blame when the site goes down.

 

Marketings' job is to seek outward for new and exciting opportunities. IT's job is to make sure that everything runs smoothly without unexpected surprises. No wonder marketing and IT frequently sit together on opposite sides of the boardroom table!

 

How to Improve Communication Between IT and Marketing

 

There is no simple and easy step that can be taken which can clear up these communication issues quickly. When it comes right down to it, each group has completely different priorities and internal goals.

 

That being said however, both groups have the same overarching goal - ensuring the stability and growth of the business. Therefore, both groups have an incentive to work together and to get along.

 

If you are a marketer who is feeling challenged by your IT team, there are a few steps you can take to help smooth things out and increase the chances that you will complete your project.

 

1. Open a Discussion

Sometimes, roadblocks can be thrown in the way just from a simple lack of understanding of the situation. Have an open discussion with IT, in which you explain the priorities of your project, what you are trying to achieve, and why, and what the benefits are for the organization. Listen frankly to the concerns of the IT group, and work towards a consensus you can both live with. You may not get 100% of what you want, but you may get the project a lot closer.

 

2. Make friends

Try not to stereotype the IT staff - they aren't really living in their parents basement playing games in their spare time. They're probably a lot like you, they just have a different way of seeing things from you. Try to let go of your frustrations, and get to know them on a personal level.

 

3. Explain the Benefits

Always explain the reasons and benefits for your project when you first propose it. Sometimes, when people put up roadblocks they feel they can't take them down. Begin the project in a consensus frame of mind and you start the project off with the best chance of overall success.

 

IT and Marketing don't have to be strangers to one another... just ask any Internet Marketer. Many Search Engine Marketers are go-betweens for IT and Marketing and can speak the language of both sides. Try to keep the lines of communication and respect open, and you may find you can get more projects fully completed.

 

 

Image by Francis Storr