There are a lot of ways that big data helps businesses be more successful in 2024. One of the biggest benefits is that it is making it easier for employees of different disciplines to understand each other, which is one of the reasons companies spent $349 billion on it last year.
In many businesses, IT and marketing are like two separate worlds. IT departments focus on building robust systems, ensuring data security, and supporting the technical infrastructure. Meanwhile, marketing teams aim to connect with customers, understand market trends, and develop creative campaigns.
Big data is bridging the gap between marketers and IT professionals with relative ease, thereby fostering common understanding and goals for both. Marketers conventionally focus on creative strategy and reaching out to customers, while IT handles the technology used behind these processes. Big data requires both teams to take advantage of extensive volumes of information in order to comprehend customer behavior and make wiser decisions. This is one of the biggest trends in the IT profession.
Big Data Bridges the Gap Between Marketers and IT Professionals
Thanks to intuitive data tools, today marketers can access, interpret, and visualize their own data; hence, relying less on IT to uncover the insights. In such a way, marketers are enabled to make decisions based on actual data, and they can communicate with IT, too, more effectively because IT “love clearer, data-driven requests from their marketing partners.” This is one of the biggest ways businesses are using big data.
Big data brings them closer to the customer experience and the business side of things. They can see how the data directly influences marketing strategies, targeting customers, and campaign results so that they can zero in on projects that make the biggest difference. Because both teams share a common focus-measurable results-they work in a cadence, speaking the same language, understanding each other’s needs. This connection encourages open communication and a more strategic approach to reach shared business goals for either side. This is particularly important in fields like hospitality where there is a lack of both of these professionals.
Even though both teams play crucial roles in the company’s success, the lack of collaboration can sometimes hinder growth and innovation. As digital transformation advances, it becomes essential for IT and marketing to work more closely.
Convergence theory suggests that as technology and strategy evolve, these departments can align to deliver better outcomes. Achieving this unity requires understanding each team’s objectives and finding common ground. Here’s how companies can break the IT marketing divide.
Establish Clear Communication Channels
One of the main reasons for the IT marketing divide is communication breakdown. IT professionals often use technical language that may seem confusing or unrelated to marketing needs. Similarly, marketing language focused on creativity and customer engagement may feel out of place for IT specialists.
Establishing clear communication channels can help bridge this gap. Regular meetings, shared platforms for project tracking, and creating a glossary of terms each team uses can support understanding. When both departments have access to the same information, it promotes a smoother workflow and reduces misunderstandings.
Encouraging open feedback is another way to improve communication between IT and marketing. It’s where each team can voice challenges and request specific support, which not only ensures that issues are addressed before they become obstacles but also makes both IT and marketing teams feel heard and understood.
Implement Cross-Department Training
Another way to solve communication breakdown between IT and marketing departments is through cross-department training. It provides each team with insights into the other’s responsibilities and limitations. This knowledge can reduce misunderstandings and highlight how each team’s work contributes to overall success.
Through training, marketing professionals can learn basic tech concepts relevant to their campaigns. They can also gain a better understanding of security protocols that IT must enforce, preventing issues like data breaches. Conversely, IT specialists can learn about customer behavior metrics that marketing teams track, understanding how those insights drive strategic decisions.
Sometimes, companies struggle with project expenses. When budget constraints arise, organizations face several crucial questions like “can you change loan repayment plan”? Cross-department training can help teams understand the financial challenges each faces, leading to a cooperative approach to budget planning. It will help understand if the marketing campaign budget should be cut down or if the new product release would have to be delayed.
Technology can play a vital role in uniting IT and marketing teams. Collaborative tools like project management software and data-sharing platforms enable both departments to work together effectively. When IT and marketing have access to the same digital environment, they can track progress, monitor results, and share updates in real time.
Having a unified platform for both teams also ensures that each department has the information it needs to make informed decisions. Marketing can track the development of technical projects impacting campaigns, while IT can see which campaigns are coming up and what technical support might be required. This transparency helps prevent delays and encourages proactive support.
For instance, marketing might need to launch a product quickly but needs IT to finalize the back-end infrastructure. Using a shared platform, both teams can manage timelines and adjust priorities as needed. When teams can collaborate within a single environment, it encourages accountability and ensures that both sides understand their contributions to shared objectives.
Align Goals and Objectives
Setting aligned goals can encourage IT and marketing to work towards the same outcomes. Often, IT is focused on operational efficiency, while marketing targets customer acquisition and retention. Bridging these gaps requires goal-setting sessions where both teams can share their objectives and identify overlapping interests.
When goals are aligned, each department has a reason to collaborate. For instance, IT can focus on developing a platform that meets marketing’s needs, like data analytics tools for tracking customer behavior. In turn, marketing can adjust their strategy to leverage these tools effectively, benefiting both teams.
One practical area to align goals is with project timelines. Marketing often runs campaigns on tight schedules, while IT may need time for secure implementation. With aligned goals, both teams can set realistic timelines that accommodate each other’s needs, reducing friction and enabling smoother collaboration.
Create Joint Success Metrics
Defining joint metrics for success might help unite IT and marketing under a common purpose. Traditional metrics may only assess one department’s contribution, leading to siloed achievements. Joint metrics, however, assess outcomes that require cooperation, like website uptime during major campaigns or customer engagement rates after a tech upgrade.
Metrics like these create an incentive for both departments to perform well. When IT’s work is tied to marketing outcomes, they’re more invested in the success of those campaigns. Similarly, when marketing understands the impact of IT’s infrastructure on their projects, they’re more likely to work with IT on optimizing technical requirements.
Additionally, sharing the results of these metrics with both teams fosters a sense of achievement. Celebrating joint wins demonstrates that collaboration produces meaningful results and motivates both departments to keep the synergy going. It also makes it easier for company leaders to see the value of collaboration between IT and marketing, helping to sustain long-term alignment.
Final Thoughts
When IT and marketing work together, they create innovative solutions that enhance customer experiences, streamline operations, and support company growth. Fostering a culture of collaboration with aligned goals, shared platforms, and clear communication channels can transform this relationship into a powerful asset.