Starry Blue Brilliance

Masterpiece communications

What’s Missing from Your Marketing Technology Blueprint?

Leave a comment

Aerial city at nightPhoto: Pixabay

You can build the most elaborate marketing technology blueprint, but it won’t serve you well without one key ingredient: collaboration.

But before we tackle that challenge, what is a marketing technology blueprint, and why is it important to your organization’s innovation success?

In “How to Create a Marketing Technology Blueprint,” Scott Vaughan, CMO of Integrate, describes it as “a simple visual diagram – captured from a white board photo, organized in PowerPoint or a good old-fashion schematic – that outlines current tech, systems, processes and data flows utilized or needed by marketing. By documenting and visualizing systems and processes, marketers can quickly capture the current state of their marketing technology, identify gaps, overlaps, and chokepoints, and, most importantly, have a single view of their technology investments.”

The most successful marketing technology blueprint is one in which the Chief Marketing Officer (CMO) and Chief Information Officer (CIO) collaborate together to create it.

In “Getting the CMO and the CIO to Work Together as Partners,” Matt Ariker, Martin Harrysson and Jesko Perrey point out that “the CIO is becoming a strategic partner who is crucial to developing and executing marketing strategy. To do this successfully, “CIOs, obliged to turn new technology into revenue, need the CMOs to help them with better functional and technical requirements for big data initiatives.”

I’ve worked in marketing AND IT roles, so I understand the needs of both of these valued departments in an organization. If you want to improve communication and collaboration in YOUR organization, please contact me at peggy@starrybluebrilliance.com. Together we’ll collaborate to design your continued business success.

 

Advertisements

Author: plbieniekabc

I'm dedicated to growing your business legacy through strategic planning, collaborative brand building, and multi-media content creation and marketing. I'm an Accredited Business Communicator with 20 years of experience in creating best practice communication programs for corporate environments. My diverse industry expertise includes real estate, relocation, financial services, healthcare, manufacturing, automotive, IT, casino, and tourism/travel/hospitality. Contact me to create masterpiece communications for lasting impressions.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s