Many IT professionals believe they collaborate effectively with marketing, but often marketing disagrees. This discrepancy can lead to duplication of efforts within organizations. For instance, marketing might create its IT department to handle data management, or IT might form specialized teams for marketing tasks. Here are some quick tips to foster better collaboration between IT and marketing, improving both efficiency and morale for better outcomes.
Step 1: Seek first to understand
To foster team cohesion, start by gaining a mutual understanding of domains. Consider these steps:
- Exchange acronyms: IT may benefit from learning marketing-specific acronyms, while marketing likely knows IT acronyms.
- Establish file-handling protocols: Determine when files will be transferred and agree on required file formats.
- Align on timelines: Clarify deadlines for content and user experience (UX) development.
- Set parameters for edits: Decide on the maximum number of comments per round of edit and establish timeframes for revisions.
- Limit edits: Implement a default of three rounds of edits.
Step 2: Develop and manage joint KPIs
We’re familiar with the saying “we manage what we measure,” yet IT and marketing often use different metrics, leading to organizational misalignment.
For instance, when measuring lead management, IT focuses on the speed of lead progression through stages, while marketing seeks insight into lead status at each stage of transition.
Collaborating allows IT and marketing to develop custom metrics for efficient process management. A shared scorecard fosters mutual understanding of both teams’ contributions. Additionally, remember to present data impact to executives, showcasing collaborative techniques.
Step 3. Eliminate capability duplication and build agile processes
Struggling organizations often face the risk of redundant capabilities, like when marketing creates its IT unit for data management. To streamline operations:
- Form dedicated project teams comprising IT and marketing specialists, acknowledging their contributions.
- Establish unified data control across departments to prevent duplicate IT capabilities.
- Ensure new capabilities from external agencies align with IT support and potential maintenance takeover.
- Conduct Monday stand-up sessions with both marketing and IT for weekly alignment.
- Integrate collaboration into annual planning to cultivate supportive environments.
These steps foster synergy between IT and marketing, boosting organizational effectiveness.
Step 4: Identify an Effective Middle Manager to Facilitate Communication Between IT and Marketing
A skilled middle manager capable of bridging the communication gap between IT and marketing departments plays a crucial role in facilitating collaboration, ensuring that both teams understand each other’s perspectives, goals, and needs. The middle manager acts as a liaison, translating technical jargon into understandable language and fostering an environment of mutual respect and cooperation. By appointing a capable middle manager, organizations can streamline communication, resolve conflicts efficiently, and ultimately enhance the synergy between IT and marketing for improved organizational performance.
Conclusion
Fostering effective collaboration between IT and marketing is essential for organizations to thrive in the competitive landscape of the life sciences industry. By implementing the aforementioned strategies, including seeking mutual understanding, developing joint KPIs, eliminating capability duplication, and appointing an effective middle manager, companies can enhance efficiency, morale, and outcomes.
Sciencia Consulting is here to support your journey towards seamless integration of digital marketing services within the life sciences sector. Contact us today to learn how we can optimize your digital marketing strategies and IT infrastructure for maximum impact.
