"The steps to create an effective relationship with the marketing group aren't radically different from those you'd take with another department.
Stop talking about tech. Want to win over a marketer? Forget the campaign-management software and ask about her brand marketing plan. Putting the project work aside to find out what keeps the marketing group up at night gives IT credibility to use later.
Be a hero. Biogen's marketers have a huge appetite for analytics. What they don't have are data scientists. Guess who does? "Our IT people have those analytical skill sets naturally," says Meyers.
Instead of hiring consultants, marketing now turns to IT's business analysts, one of whom recently designed marketing's suite of analytics tools for campaign management.
Be the heavy. Marketers work with tons of outside agencies. But Meyers--who has worked at an interactive marketing agency--knows that agencies may not put marketing's best interests first.
Meyers is the voice of reason when marketing might otherwise cave in to an agency that wants to build a smartphone app that doesn't meet the company's needs. "We're in the room so that marketing gets the most from its investments," says Meyers.
Don't be a know-it-all. "Marketing people are used to being the smartest people in the room," says Meyers. Let them be. If you have a good idea, make it seem like theirs. That is, don't present a five-page social media plan. Instead, stroll in with an idea you had in the shower and ask for input. "They need to be part of the ideation and creative process," Meyers says. "
This is a great article. I agree with every point of it. I like the last point specifically. Nobody can be as smart as anybody! This is the essence of open innovation. Involve them!!
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