PODCAST: Can Marketing and IT work together successfully?

Marketing Tech Talk #2

7 deadly sins to avoid to ensure Marketing and IT work together well

Mirror, Mirror on the wall, is it difficult to work with Marketing Professionals? Yes! A study from MarketingSherpa found that in comparison to other professionals, marketers were:

  • 53% more controlling
  • 19% more open to change
  • 36% more focused on concepts than details

This is not surprising; these traits make for well-executed campaigns. Yet, we as marketers have to admit, we are not always a joy to be with in the office. Acknowledging this, how can digital marketers improve communications with individuals outside their department that focus more on the details than concepts? For many Marketing teams, IT is the notable nemesis. Nevertheless, it is critical that Marketing and IT work together to convert prospects into customers using the latest technology and data science strategies.

Today’s podcast discussion will attempt to answer the following question.

“How can I identify communication gaps, troubleshoot challenges, and improve my relationship with IT to not only complete more projects, but increase the quality and value of those projects?”

Listen to Meghan Lockwood share her tips and tactics

We sat down with Meghan Lockwood, Marketing Manager at TribalVision, to chat about ways to improve communication and project execution when Marketing and IT work together. Ms. Lockwood combines her professional business experience and groundbreaking research in the fields of Landing Page Optimization and Inbound Marketing to shed light on how to prevent miscommunication, resolve issues quickly , ensure project requirements are met, and keep positive inter-department relationships.

Don’t make these 7 mistakes

The ideas she shares include avoiding these familiar faux pas:

  1. Not communicating the business case
  2. Failing to collaborate on a project plan
  3. Ignoring technical requirements
  4. Feeling apathy for IT’s bandwidth constraints
  5. Setting unclear expectations for project stages
  6. Not articulating final product vision
  7. Lacking a strategy for dealing with inevitable hiccups

Listen to the entire interview now. The podcast is just under 30 minutes long.

Guest: Meghan Lockwood, TribalVision

Meghan is one of two Marketing Managers at TribalVision responsible for implementing its end-to-end marketing plans for its client accounts. A relative newcomer to the TribalVision team, she joins with over 10 years’ experience working with business owners and C-level executives, and counts Merrill Lynch, Accenture, Duke University, and Trusted Advisor as past clients.

Considered a marketing thought leader, she has written over 15 research reports, ebooks and whitepapers on marketing and her research, including the 2013 State of Inbound Marketing and the 2012 Website Optimization Benchmark Report has been cited by more than 500 publications and industry blogs. She is a frequent speaker and panelist at industry conferences and webinars.

Meghan’s love affair with marketing began while publishing her mother’s book, Major League Bride, and continued at MarketingSherpa, where she managed the website optimization research cycle. From there she spent a year on the cutting edge of online marketing as a Senior Content Strategist at HubSpot in charge of Long-Term Research and Customer Relationships. She has also seen first-hand how content strategy can deliver results- to the tune of 70,000 new sales leads each month if done right.

Host: W. Jeffrey Rice, Brick Street Software

W. Jeffrey Rice, Director of Marketing Strategy is responsible for sharing Brick Street Software’s brand through positive and helpful interactions with customers and the marketing and IT community. His eclectic background, ranging from sports entertainment to a leading global manufacturer has allowed him to excel at collaborating with cross-functional teams to successfully commute objectives, draw out subject matter expertise, and drive effective campaigns.

Jeff previously held the position of Sr. Research Analyst at MarketingSherpa. He examined email and mobile marketing’s best practices and authored a number of influential publications on the topic, including the 2012 Email Handbook and The Email Benchmark Report. Rice’s work has been cited in online publications including Forbes, HubSpot, and Independent Retailer. In addition, Jeff has conducted live full-day strategic email certification classes with marketers from AT&T to Yamaha at the ESP User Conferences, Email Summits, and regional workshops.

Jeff holds a B.S. in Sports Management from Springfield College, and an MBA from Anna Maria College. Springfield College’s deep-seated humanics philosophy helped hone Jeff’s aptitude for teamwork and service.

About Marketing Tech Talk: Tackling the trials and transformations of technology in marketing today.

Marketing Tech Talk shares research, thought leadership and best practices in digital marketing from both the perspective of marketers and technologists. Each week, W. Jeffrey Rice and a special guest will discuss the latest technology, ideas, products, services, and approaches that positively influence marketing, sales, customer service, and most importantly the customer’s brand experience.

As the line between marketing and technology continues to blur, Marketing Tech Talk will cover case studies (both successful and failures), recommendations on cross-functional team projects, and current trends in the marketing technology ecosystem. The program aims to improve collaboration between marketers and technologists. By sharing ideas, job function perspectives, and research, both departments will be better equipped to integrate overlapping business objectives and limited available resources.

Listen to our podcasts of the Marketing Tech Talk Radio Show and learn how to effectively collaborate, innovate, and provide a remarkable customer experience.

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