If you are looking to cut across the CMO / CIO divide, look no further than your email marketing department. Chances are, your employees here have not only crossed the divide, but have found ways to seamlessly work together in harmony.
To begin to understand why email marketing is able to bridge the gap, it’s necessary to take a look at the ecosystem of an email marketing program. In the chart below, green circles represent components delegated mostly to IT. Blue represents Marketing. Orange represents another entity (such as design). Often, these circles are split between both blue and green, meaning the responsibilities for the success of these components are jointly shared between the marketing and IT departments.
In the article “Cutting Across the CMO-CIO Divide,” it is mentioned that the biggest difficulties in seeking marketing effectiveness between both departments are 1. Solution complexity and integration 2. Insufficient budget or funding and 3. A lack of IT expertise and knowledge. Email marketing tackles these difficulties by being an inherent mix. Integration, budget, and IT expertise are all required to simply begin using an ESP (Email Service Provider). Initial stages of building an email marketing program need a certain amount of IT knowledge to set up IP addresses, sender policy frameworks, and integrations with existing databases or subscriber lists.
But IT’s role does not end with set-up. Segments have to be created, additional senders must be made, and analyses must be curated for marketing to be able to effectively do their part. The marketing side of an email program can only function if it has the right tools to do so.
This leads us to the most important point: when hiring an email marketing team, it is important to hire employees with both IT and Marketing know-how. Email, which falls under digital marketing, is its own sort of beast with many separate elements. If you only cut across the IT and marketing divide on a senior level, your silos will still exist. It’s time to start looking at departments that already encompass a mix of both sides and using them as an example of how to fully bridge the gap.