Jack of All Trades but Not the Master of Marketing Technology

Jack of All Trades but Not the Master of Marketing Technology
There are so many opportunities, and yet misfortunes, these days. Someone, anywhere, can optimize, automate or even take your job away. If someone does not have the right technology in order to perform to his, or her, highest capacity, then the unknown starts to settle. “Can I lose my job?,” “What if I don’t know how to do what is expected of me?,” etc.. The phrase “job loss” can cause an unsettling feeling in decision makers. Due to the unfamiliarity and fear in one’s work, replacements and job loss become much more real later. The worst is having to try and explain to one’s boss how something works along with justifying the cost. This is where we hand that ball onto the IT team, for in which they must make the decision on what Customer Relationship Management Software (CRM), Content Management System (CMS), or Security to use. However, the IT team may not be as knowledgeable on these decisions as some might think, let alone understand some of these segments, therefore they might have to use search engines to find the answer. Most times an IT personnel was hired to manage and support the company emails, internal server, HR software, etc., and sometimes IT team members were most likely on board for those attributes. Since when did the IT member become an expert in user experience on top of knowing which CMS website it would be hosted on?

The reality check is that most IT teams do not have the knowledge, experience or know that their decision(s) could affect sales. However, if they know when the emails go down, you’re probably thinking, how do they not know the decision that the company hosting package was moved to a different server and that the site speed tanked? Or better yet, serviced up a SSL certificate security warning. A user experienced IT team had found, with a Fortune 500 Company, that a decision was made to use a CMS that only the internal IT team would support. The team then presented strictly on CMS. However, this had limitations and would take 6 to 8 months for a certificate to post. Mind you, this website had 100K hits a day, and all clients saw a red warning to proceed that lead to bounce rates increasing and sales decreasing.

There is also a job security to technology. The more layers and complications, the more likely an IT team needs to fix it as well as staff a team to do so. In return, IT is making the decisions with no true understanding of the matter. If the IT team was not hired for certain technology they should not make decisions on implementation or support for that technology. Some advice to offer, when a Chief Technology Officer (CTO) or Chief Information Officer (CIO) presents a solution, is to ask them how many hours a month it takes to support said system and to make sure those hours are reported monthly. This way leadership can truly understand the long-term effects and costs of the IT team’s decisions. In addition to binding the decision to the marketing and sales results.

User experience is missed when companies are too close to the product(s) or services. Organizations should ask for experts in the industry to align the user experience with IT decisions. Knowing all the options in the market place is almost impossible for most marketing and IT professionals. Everyone is busy and they all make fast decisions based on the explanation of brief market research. To start the process of looking for the right marketing solution is by making the technology of the business. Allowing this mind set to drive decisions will allow your team to be the master of Return on Investment (ROI).

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