Technology has upended industries, capabilities, and functions, and has the ability to automate a great number of tasks. The evolution of technology has meant the automation of more sophisticated tasks, including things like resume screening for HR, legal reviews of documents, and automated marketing communications.
Internal IT organizations are tasked with optimizing internal and external processes, vendors, and software to optimize the return on technology investment. This works well in operational and staff capabilities where processes are streamlined, and the inputs and outputs are well understood.
Marketing organizations, however, are a different breed. Marketers’ needs change; their ability to adapt to competitors, build loyalty, and test new campaigns and offers, across all digital and non-digital media. This causes their technology needs to be more complex. Methodologies, understanding of fickle customer interests and behaviors, and changing channels (Facebook rules, SEO changes) mean that the routine process of installing sophisticated software and tools and then moving on to the next initiative doesn’t apply.