Marketing in the Cloud Blog

Welcome to the cloud-based, SAAS marketing world.  In this brave new world, Marketing has thousands of demand gen opportunities at any given moment – each and every tactic leverages some sort of technology.  Social, email, SMS, ad buys, platform integration plays, advanced re-targeting, segmentation — too many opportunities, too little time.

Enter IT.  Their budgets are stretched.  Fewer bodies to support an exploding amount of internal, external and product-based technology.  Their only logical answer to new project suggestions is “Nope, can’t do it”.

How Can We Do It Without Involving IT?
And this has a dramatic impact on the organization’s ability to compete in the new, transparent, marketing world.  Seven of my last 10 client conferences have had some version of “Um, we really need to do this — how can we get it done without involving IT?”.

Marketing Technologists to the Rescue?
Our teensy firm functions well as mediators between marketing and IT (having been Head Geeks AND Heads of Demand Gen).  And we’ve identified a number of best practices that can help make both Marketing and IT happy.  But, mostly the mediation can be boiled down to:

Marketing: IT is the department of “No”

IT: Marketing is the department of “we’ll fix it later, feature creep”

And both are right to some degree. Yes, marketing is from Venus, IT from Mars.

Rise of the Marketing Technologist
That’s why Scott Brinker is spot on.  In fast-growing, technology organizations, the all-encompassing “Marketing Technology” will increasingly impact growth – where making and keeping customers involves equal parts technology and marketing. The Org Chart of the future (now?) will have another important addition: Chief Marketing Technologist.  Scott is 100% spot on:

Rise of the Marketing Technologist

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About ROI Studios

We help marketers connect and integrate cloud-based marketing services like Salesforce, Eloqua, Marketo, Twitter and 100s more. Result? Our customers get a more agile marketing department with real-time, 360 degree control of campaigns, customers, content and KPIs.