“A plague on both your houses”

Collaboration between IT and Marketing

Shakespeare, Romeo and Juliet, Act 3

An app' for everything

2

Digital Marketing“Marketing is more about digital now, which requires more technology”

Most cited reason for CMO - CIO alignment, Accenture

4Cutting Across the CMO - CIO Divide Accenture, 2014

Problem “Most software projects fail

to meet their goals”

5The Economist, Nov 25th 2004

Problem “Most software projects fail

to meet their goals”

6The Economist, Nov 25th 2004

Complication

“moving to an Agile approach also requires a

profound change in the way teams are structured and

operate”

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Agile IT

Management Today, Aug 22nd 2014

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10

Q: what to do we know about collaboration?

...... between functional teams.

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• “Interpretive Barriers”

• “Departmental Thought Worlds”

• “Organisational Product Routines”

Interpretive Barriers to Successful Product Innovation in Large Firms, Dougherty, 1992

Insight on the Problem• “Our CIO understands

marketing objectives and requirements” 32% agree, 18% strongly agree

• “Our marketing employees understand technology” 34% agree, 13% strongly agree

• “I provide requirements to IT but what I get back always falls short of expectations” 29% agree, 11% strongly agree

Cutting Across the CMO - CIO Divide Accenture, 2014

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Marketing IT

Q: what can we do to mitigate barriers to collaboration?

..... between functional teams, especially Marketing & IT

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Boundary Objects

14Integrative Framework for Managing Knowledge Across Boundaries Carlile, 2004

Boundary Roles

15Integrative Framework for Managing Knowledge Across Boundaries Carlile, 2004

User Stories

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Conclusion

Marketing is increasingly dependent on IT delivery

But, IT delivery is often beset with problems

Marketing - IT collaboration is critical success factor and mitigation tactics are known

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