This article was based on the interview with Tommi Marsans of Verizon Business by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Data is the key to collaboration in today’s business environment, especially when it comes to marketing and IT teams working together. As discussed in a recent podcast episode of The Agile Brand, the shift towards data-driven decision-making requires a mindset change for both marketers and technical professionals. Marketers, who have traditionally relied on segment-based, time-based, and offer-based marketing strategies, must now understand the importance of leveraging data to drive their decisions.
On the other hand, technical professionals, such as developers and IT teams, must also become more marketing and business savvy in order to effectively collaborate with marketers. The days of IT and marketing working in silos are over, as data has become the glue that binds these two teams together. Data provides a common language and foundation for collaboration, enabling teams to work towards common goals and objectives.
In the podcast, Tommi Marsans, Associate Director of Marketing Technology Strategy at Verizon Business, highlighted the importance of this collaboration. He emphasized that marketers need to become more technical and understand how to leverage technology, while technical professionals need to become more marketing savvy and understand the business implications of their work.
Data serves as the bridge between these two worlds, allowing teams to align their efforts and make informed decisions based on data-driven insights. By analyzing customer data, market trends, and performance metrics, teams can identify opportunities for improvement, optimize marketing campaigns, and enhance the customer experience.
Furthermore, data-driven decision-making enables teams to measure the impact of their efforts, track progress towards goals, and iterate on strategies in real-time. This agile approach to marketing and technology allows teams to adapt to changing market conditions, customer preferences, and business objectives.
Data is the key to collaboration between marketing and IT teams in today’s digital age. By embracing a data-driven mindset, teams can work together more effectively, align their efforts towards common goals, and drive success for their brands. As businesses continue to evolve and adapt to the digital landscape, data will remain a critical component of collaboration and decision-making across all functions of the organization.
