SXSW 2012 - Marketing vs. IT: How to End the Bloodshed

Marketing vs. IT: How to End the Bloodshed
Event	Interactive 2012
Format	Dual
Organizer	John Refford – Natixis Global Associates
Speakers	John Refford – Natixis Global Associates Rob Brosnan – Forrester Research
Description	IT is frustrated by Marketing’s constant changing direction. Marketing wants to fire IT because it’s too slow and limiting. What’s going on here? The rapid growth in digital channels are increasingly the intersection between technology and marketing departments. This increased interaction frequently causes friction as Marketing becomes more focused on digital channels and IT seeks to gain relevance through alignment with business partners. The two departments usually have very different perspectives on priorities, decision making and cost management. Further, they are subjected to different internal pressures that drive them to view the world differently. In this session we’ll review the situation in more detail offering insights in how Marketing & IT can co-exist in better harmony.
Questions Answered	What factors causing friction between IT & Marketing? What are the commonalities between IT & Marketing? What are the models for IT and Marketing integration? What is a Marketing Technology Officer? What might the future hold for this issue?
Level	Intermediate
Supporting Material	Rob Brosnan will be publishing Forrester research on this topic during 2H 11 John Refford has blogged on this topic: http://www.refford.com/tag/4-things/
Category	Branding / Marketing / Advertising
Tags	marketing, Marketing Technology, Technology

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Marketing vs. IT: How to End the Bloodshed