BMA – Marketing and IT

EduardoEduardo Conrado, Senior Vice President – Marketing & IT, Motorola Solutions,  shared his perspective on evolution of relationships between marketing and IT in his presentation to BMA audience.

Eduardo describe organizational evolution from products to solutions, to trusted adviser to the customers of the business.  All parts of the organization work on “solutions,” but not nervelessly IT.  IT can report to CEO, or IT can report to a different parts of the organization.  If IT reports to different parts of the organization, it is either Operations or Finance.  If IT reports to Operations, it transforms itself to support the supply chain.  If IT reports to Finance, it is concentrating on optimizing it own processes and operations.  However, if the organization as a whole wants to be organized around customer solutions, IT needs to report to Marketing.

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Eduardo mentioned “Start with Why” and understanding what makes the company unique.  Purpose driven companies outperform competition.

Motorola combined IT support for marketing and digital marketing into one group that is reporting to marketing.

Interesting: responsibility for data resides in the front office not in the back office.

Working with vendors – vendors educated the company on what is possible in technology.

Ideal marketing hire is both a quant and creative.

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One thought on “BMA – Marketing and IT

  1. Pingback: Book – Rise of the Revenue Marketer | Online Marketing Moment

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