It’s common for organizations to encounter silos across their teams, and as consultants, we often find ourselves mediating between different teams with differing goals. One of the most common divides we’ve observed is between marketing and IT departments. Marketing is typically focused on creating a great customer experience and driving revenue, whereas IT’s priorities revolve around security and system maintainability.
Both goals are valid and necessary, but issues arise when they hire separate partners. Marketing departments look for agencies to assist them in achieving their objectives, and IT departments engage technology integrations partners. Unfortunately, these different partners often do not collaborate effectively, leading to inefficiencies and misaligned objectives.
At Barefoot, we collaborate across all departments. A great example of an integrated team at Barefoot is our experience technology team. This team comprises martech strategy experts, consultants, and developers, and it’s responsible for transforming creative concepts into connected, cross-channel digital experiences.
Below is a list of every discipline the experience technology team collaborates with.
Our collaboration process with clients is quite unique. Within the experience technology discipline, for example, we strive to operate as marketers doing technology versus technologists doing marketing. We let the vision for the experience guide and inform how we use technology instead of letting predetermined technology dictate decisions about the experience.
This integration strategy gives our team a “big picture” mindset. The end-user experience is our guiding light and top priority. We are not simply executing prescribed tasks; we’re thinking through the business problem our client is trying to solve and watching out for potential pitfalls. We regularly ask ourselves, “Is there a better way to do this?” and “Is anything missing (e.g., measurement plan, SEO, security, etc.)?” If so, we proactively suggest changes.
To focus on our customized marketing strategies and help our clients develop holistic solutions, here are some key principles we follow:
Hiring an already integrated team to help you bridge the gap between your marketing and IT departments will save you time and money in the long run. An integrated approach ensures your goals will be evaluated in relation to one another. Sales, cost, time to market, user experience, messaging, measurement, best practices, maintainability, accessibility, amplification, security, and compliance are all goals to consider.
If you feel like there is a misalignment between your creative agency and your development partner, it might be time to consider an integrated approach. If you’re interested in learning more about how Barefoot can help you benefit from a cross-channel experience, please reach out. We’d love to chat!
Former SVP of Experience Technology
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