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Friday, Dec. 3, 2004 at 1:23 pm

Let IT Solve IT Problems, Not Marketing Problems

By Bryan Eisenberg
December 3rd, 2004

There’s a problem plaguing far too many companies in our technology-driven age. Simply put, the IT department is affecting critical decisions in departments such as marketing/sales.

We’ve seen it time and again. CEOs, marketing VPs, sales managers, and other powerful, intelligent people turn into quivering Jell-O heads around the tech-savvy and oh-so-knowledgeable IT department.

What does this have to do with marketing and return on investment (ROI) on the Internet?

More than you might imagine.

Playing off the technological ineptitude of department heads in sales or marketing, IT departments make decisions that directly influence customer behavior on a site. But knowing codes, protocols, software, and all those other high-tech thingamabobs doesn’t qualify the IT department to create persuasive sites.

Don’t place blame on the IT department, though; the responsibility lies solely with the marketing department. And the solution is simple: Get the best out of your IT department by educating yourself about technical processes.

Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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