7 things marketing wants to say to IT

As marketing becomes fully digital, CMOs need more than just plain-vanilla tech services from their IT departments -- much more.

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5. Loosen the handcuffs, please

Veteran CMO Rossanna Wang was recently trying to share files with a large pharmaceutical company that's partnering with her current employer, the nonprofit Malaria No More, but the company's IT department considered it a security breach.

"That kind of stuff really limits marketing capability, especially in the social media world," says Wang, who has worked as a marketing executive for several global companies.

Wang says CMOs need IT to loosen the handcuffs a little bit. "Quite often, in my experience, IT is the one who says, 'You can't do this.' There was always a reason, and security was the most knee-jerk reason," she says.

While Wang says she understands the need for restrictions and precaution, she says marketing needs barriers to come down so it can be more effective. She adds: "It really limits what marketing can do in terms of being cutting edge."

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