How to Get Your IT and Marketing Departments on the Same Page

With the lines between the two becoming blurrier and blurrier, it's vital that marketers improve their ability to speak the tech vernacular.

Marketing professionals tend to be cut from a different cloth than those who go into IT, which used to be fine back in the day when marketers did their own thing and techies did theirs. But as Kimberly A. Whitler at Forbes points out, today's marketers depend highly on IT professionals because of how important technology has become in reaching customers and audiences. She spoke with Andrew Barr Brunger, Citibank's Head of Global Consumer Strategy, about building the bridge between the two worlds. Predictably, it starts at the top:

"All marketing leaders, including CMOs, should have a strong-to-sophisticated understanding of the technology under the hood if they are to execute successfully on digital initiatives and accomplish their mandate."

Basically, your IT department shouldn't be expected to lead a hopeless marketing team by the hand if the latter has no understanding of the mechanics beneath digital media and outreach. If the head of marketing can't even string together basic HTML code, you're looking at a situation doomed to fail. Your marketers need to be proficient in communicating through the tech vernacular as they need to be architects designing what IT builds. The last thing you want is an IT department that feels like its being ordered around by a bunch of ignoramuses. 

At the same time, it's important for IT to be open-minded to the idea that tech experts are increasingly be hired at least somewhat so they can assist with marketing. Brunger predicts that one day the line between Marketing and IT could disappear completely. It's best to start getting along now rather than waiting until then.

For more, keep reading at Forbes

Photo credit: Khakimullin Aleksandr / Shutterstock

LinkedIn meets Tinder in this mindful networking app

Swipe right to make the connections that could change your career.

Getty Images
Swipe right. Match. Meet over coffee or set up a call.

No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.

Keep reading Show less

Dead – yes, dead – tardigrade found beneath Antarctica

A completely unexpected discovery beneath the ice.

(Goldstein Lab/Wkikpedia/Tigerspaws/Big Think)
Surprising Science
  • Scientists find remains of a tardigrade and crustaceans in a deep, frozen Antarctic lake.
  • The creatures' origin is unknown, and further study is ongoing.
  • Biology speaks up about Antarctica's history.
Keep reading Show less

This 1997 Jeff Bezos interview proves he saw the future coming

Jeff Bezos, the founder of, explains his plan for success.

Technology & Innovation
  • Jeff Bezos had a clear vision for from the start.
  • He was inspired by a statistic he learned while working at a hedge fund: In the '90s, web usage was growing at 2,300% a year.
  • Bezos explains why books, in particular, make for a perfect item to sell on the internet.
Keep reading Show less

Why are women more religious than men? Because men are more willing to take risks.

It's one factor that can help explain the religiosity gap.

Photo credit: Alina Strong on Unsplash
Culture & Religion
  • Sociologists have long observed a gap between the religiosity of men and women.
  • A recent study used data from several national surveys to compare religiosity, risk-taking preferences and demographic information among more than 20,000 American adolescents.
  • The results suggest that risk-taking preferences might partly explain the gender differences in religiosity.
Keep reading Show less