What is your company's approach to Marketing Technology (MarTech?). Is it embedded within IT? Separate organization? If separate organizations, what are the roles and responsibilities between IT and your MarTech team?
Thanks, Joel. When you say technical infrastructure, do you mean IT helps select the right solutions, negotiates w/ vendors, deploys and does ongoing support? Appreciate your response!
Very helpful, Scott. Appreciate the response!
Thanks, Erin. Does MarTech select solutions and negotiation w/ tech vendors? Or perhaps done in consultation with IT?
It's been with spotty consultation with IT. It doesn't always happen. We've had some situations where we've been engaged late by legal or procurement when they are reviewing agreements/contracts. This isn't necessarily different than other departments here though. While we have a policy that our VP of IT is supposed to have reviewed and approved every technology purchase that can be hard to enforce.
Got it - appreciate the response!
You will see quite a mixed situation with several enterprises keeping the Marketing IT separate that the corporate IT whilst in many cases you will see it embedded within the corporate IT. Statistics are even between the 2 models I would say.
The value of keeping Marketing IT within the Corporate IT are manifold
1) Marketing is not a standalone function and MarTech platforms need data from enterprise IT systems. Theer are process and data integration flows across Martech platforms with enterprise IT platforms - so you need a common organization to ensure integration robustness
2) Synergies in one organization are better feasible in contrast to separate organizations
3) Alignment to Corporate IT standards secures the overall IT Landscape and is more economical
4) Better pooling and resource management within one organization
There are hordes of other benefits but can be stated but just sharing few.
If you haven't decided yet, go for Martech embedded with Corporate IT is my recommendation.
Very helpful; thank you!