Let’s define our roles and start enjoying our jobs again.

In our daily dealings we run into scenarios where Marketing and IT departments disagree about how online projects should be handled. Often, it is the reason VIA Studio is contracted. We find that this situation arises because the lines have been blurred between Marketing and IT.

First, define what you do.

Let’s go ahead and get the definitions of these two departments out of the way. That will help us in organizing roles and responsibilities.

“Marketing”
From the American Marketing Association Board of Directors:
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

“Information Technology”
From the Information Technology Association of America:
“The study, design, development, implementation, support or management of computer-based information systems, particularly software applications and computer hardware.”

Let’s get to the point. Marketing trumps IT (sometimes).

Inevitably, IT feels territorial about a company’s website for the following reasons:

• They host and/or maintain the site, and are concerned about it’s security
• They feel ownership of the presentation and message because code is involved
• Marketing folks do not understand how IT systems work

Since we have a staff of both Marketing and IT professionals, it’s hard to get caught up in the debate. No one wins if someone leaves with their feelings hurt. We certainly cannot do a good job for our clients with enemies in the organization. We do feel, however, that the definitions of the departments apply and that we can use these to determine that the objectives of Marketing (usually) win.

OK, Marketing doesn’t really “win”, but they are responsible for driving change on the website. Anything online that is public facing should be owned by Marketing, even if it involves IT tactics. Why? Because your website should be the hub of all your Marketing and branding activity, whether it be ecommerce, social media, or just simple information delivery. Every aspect of what the public sees is a reflection of the brand. IT definitely has a role, but it should be in supporting Marketing initiatives, and suggesting proper ways to do things.

Outsourcing is a good idea.

The biggest hurdle we face is when a Marketing department needs something built (or rebuilt/redesigned). Usually the module that needs built has some sort of IT aspect, because with all modern web systems, it involves information storage and retrieval. IT departments are notoriously short staffed, and while they should have adequate skills to build an online database system, they do not have the Marketing experience to implement a system that is well designed and branded, nor do they have the time to do it.

Building an online system for today’s modern web standards and best practices is a good idea. Most corporate IT departments are not large enough to have a staff with experience in all aspects of modern web development. There’s simply too much in the equation now (hosting, code, SEO, design, etc). That fuzzy line that distinguishes Marketing from IT on the web is one that we’re good at. This is the area in which we hope to create a solid partnership between ourselves and the company we’re working with. Once IT realizes that their jobs are not on the line, and that we’re actually making their lives easier, we achieve buy-in. Getting over the initial territory dispute is the hard part.

Conflict: War or Partnership?

We all want the same things out of our careers:

• The knowledge of a job well done
• Great working relationships
• Job security

I’ve seen success happen when everyone agrees on a Process. Luckily VIA Studio’s staff have many years experience interacting with IT and Marketing and helping to build Specifications that satisfy the needs of both departments. It’s a question of Process here, and Marketing usually has to lead the process. Tasking from there is an easy chore with an adequate Specification.

Our solution is always Process. Let Marketing determine the goals, and let the Process sort out who handles the work.