Marketing: It’s the New IT

Spring is here and change is in the air for marketers in the way they consume technology. Big change. Not incremental or run-of-the-mill change. We’re talking a paradigm-busting tectonic shift that’s going to change the way that companies are structured. And when the dust settles, things will never be the same again, for Marketing or IT.

Spring is here and change is in the air for marketers in the way they consume technology. Big change. Not incremental or run-of-the-mill change. We’re talking a paradigm-busting tectonic shift that’s going to change the way that companies are structured. And when the dust settles, things will never be the same again, for Marketing or IT.

What do I mean? What I mean is we’re on the ground floor of a transformational process in which marketing replaces IT as the stewards of the Marketing Technology Infrastructure. At the end of this process, marketing will own and manage vast majority of IT’s responsibilities, as they relate to marketing functions. This is going to happen—sooner than you might think—as a result of several parallel trends that are already underfoot in the business world.

  • Emergence of robust and easy-to-use SaaS marketing technologies—the proliferation of tools like Constant Contact, Eloqua, SalesForce and Marketo give marketers access to incredibly powerful plug-and-play solutions that can be used with virtually no internal IT support. Because they’re delivered using the SaaS model, all updates and tech support are managed by the vendor. Talk about a marketer’s dream …
  • Development of secure and dependable cloud storage and computing infrastructure—as little as five years ago, companies could never have imagined moving their precious data outside the organization’s firewall. Oh, how times have changed! Numerous security breaches combined with improved cloud technology and falling prices for storage have turned the tables on this argument. Why go through the cost and hassle of maintaining your own databases if you don’t need to? For many companies, this is already a rhetorical question.
  • Standardization of Web-service-based API architecture—Now that API technology has grown up, so to speak, we have a universally agreed-upon language (XML) and set of standards (SOAP/REST) developers can use to tie disparate systems together. Building on point No. 1, APIs are a quick and effective way to pass information back and forth between various platforms. What’s more, a new generation of developers has grown up that’s fluent in this ecosystem, and companies are taking advantage by staffing up big time. Within the next couple years, you’ll never again hear, “We don’t have an API developer on staff.”
  • Validation of the “Platform” model for development—why build a platform when you can use someone else’s? What’s more, why try to build a better mousetrap yourself when you can leverage a network of thousands or tens of thousands of developers who are willing to give it stab? This is the power and promise of the platform model. Over the next few years, the marketing space will be increasingly dominated by large platforms who create ecosystems their clients can tap into for cutting-edge capabilities, and developers can leverage to line their pockets. By 2020, I think it’s safe to say that if you’re a developer, you’ll either be working at a platform, developing apps for one, or building tools and methodologies that pass information back and forth between them. So if you like to code, get with the platform program, and quick!

Because the relationship between IT and Marketing could be described as “frosty,” at best, I think it’s safe to say that, overall, this will be a welcome change for most CMOs. In my experience, marketing departments tend to feel that IT is understaffed, distracted and overall not a strong partner for the marketing team to rely on. If anything, the adversarial nature of this relationship will serve to accelerate the overall trend of many IT functions dissolving into marketing department’s purview.

But what’s most interesting about this process is that it will not be limited to the marketing department. Think about it. Other departments consume technology as well, right? That means it’s going to happen in parallel throughout the entire enterprise organization: Finance, Accounting, Purchasing, Procurement … They will all go through the same transformation, as software is procured from SaaS service providers, and data storage and database management is migrated to the cloud. We’re talking comprehensive and organization-wide transformation.

I’ve already seen the beginnings of this process within many of my client’s organizations. In a previous post, The Great Marketing Data Revolution, I touched upon the incredible transformation organizations are being forced to make as they deal with and try to make sense out of with the deluge of unstructured marketing data they are collecting every day, which is often referred to as “Big Data.”

For many companies, the ultimate Big Data strategy involves a Master Data Management (MDM) solution for collecting, aggregating, matching and storing this vast pool of information. While supported by IT, MDM initiatives tend to be marketing projects, as most of the data is collected and used by marketing. MDM/Big Data solutions tend to be cloud-based and take advantage some, if not all, of the four points I addressed above.

Now what’s going to happen to IT, you might ask? If you’re working in IT, don’t fret. Your department won’t disappear. But its role will undoubtedly change with the times. Instead of focusing on product development and infrastructure maintenance, IT will instead focus on identifying the right players to engage with, testing, auditing and supporting the process—not to mention providing API technologists to help tie systems together. And, possibly, developing specialized tools to help fill in gaps the marketplace has overlooked.

If you’re a developer, this means that you’re going to need to redefine your skills to align them to the needs of the marketplace. And the good news is you probably have a few years to get it sorted out. Still, things will undoubtedly change and—once the proverbial tipping point is reached—they’ll change awfully fast.

So I hope this all makes sense. I do have a feeling this may be a controversial topic for many readers—especially those in IT. If you have any questions, comments or feedback, please let me know in your comments.

Author: Rio Longacre

Who’s Your Data? is a blog that aims to disseminate thought-provoking tips and techniques involving the use of data and database marketing to direct marketing professionals. Why should you care? Because implementing data best practices has been shown to lift response rates, improve analytics and enhance overall customer experience. Reader participation is encouraged!

Rio Longacre is a Sales & Marketing Professional with more than 10 years of experience in the direct marketing trenches. He has worked closely with businesses across many different vertical markets, helping them effectively leverage the use of data, personalization technologies and tracking platforms. Longacre is currently employed as a Managing Consultant, Marketing, Sales & Service Consulting at Capgemini Consulting, a premier management consulting firm. He is based in the company's New York City office, which is located in Midtown Manhattan. He has also previously worked as an online media buyer and digital marketing strategist.

Email Longacre below, or you can follow him on Twitter at @RioLongacre. Any opinions expressed are his own.

One thought on “Marketing: It’s the New IT”

  1. Marketing serves as a business energy engine. The following SaaS article details a shift of due influence. Sales and Marketing is to the organization as the hunter (marketing) is to a clan of gatherers (IT). By working together and in cooperation all parties may benefit.

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