Bridging IT and Marketing

Bridging IT and Marketing

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One of the most important trends that I see occurring is that Marketing and IT can no longer afford to be in separate silos.  As the head of marketing and operations for Microsoft’s US Subsidiary, I must find ways of bridging the gap that traditionally exists between these two worlds. 

Why?  Because today’s marketer must use technology if they want to reach all potential customers, faster, with less effort than ever before, get real-time feedback, and adjust accordingly.  In order to make this happen marketers needs to collaborate effectively with IT.  At my level, this means a great collaboration with the CIO. 

There are lots of benefits for Marketing in this new collaboration.  For example, there are now ways to finally measure the impact of your marketing efforts in hours, days, and weeks instead of months and quarters. We can also now show that marketing is a revenue generation engine as opposed to the traditional view that marketing is largely perception and awareness focused.  Last, integrated, digital marketing fosters a two way dialogue between us and our customers.  This is a tectonic shift!

What do you think?  In the coming posts, I’ll share what we have learned about the quickly changing Marketing/IT mashup and how you can use it to drive your business.


  • Marketing dollars has to be linked to revenue numbers. Secondly marketing is now all about being social and collobrative. As mentioned dialouge between us and customers.

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