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Digital-first world calls for change: Darwin knew it, you should too

It is not the strongest or the most intelligent who will survive but those who can best manage change. --Charles Darwin


Traditionally IT and marketing each existed in their own corner of the house. This is becoming increasingly more difficult as businesses move to become digital businesses. The once thick line between them is quickly fading. Let's look at some options to speed up this process and how to set out and embrace the change. But first, let's revisit the "why" again.



  • IT is seen as a cost, whereas marketing pushes top level growth
  • Become relevant again in the digital battlefield and keep control over technology
  • Be the enabler of change and start getting a share of the budget again


  • IT can offer a lot of value by giving you access to a wealth of information enabling evidence based marketing
  • Get access to experienced developers that can find solutions to help your customers better
  • Offload operational management of your online properties & systems



  • Break tradition: software can become obsolete quickly
  • Invest in young people (Digital Natives): they think differently, use that to drive innovation
  • Embrace the cloud: be the gateway, be the gatekeeper
  • Open up to the world: make the data silos useful and keep control over them
  • Assign a dedicated marketing liaison who understands what drives them


  • Involve IT, use their knowledge to gain more insight about your customers
  • Get them at the table, they will come up with ideas you might not even think possible
  • Help them understand what drives this change so they can enable you
  • Understand the concern about security and work with IT to find a solution


These were some thoughts to expedite the process of fading the line between IT and marketing. Because the faster it fades, the faster innovation and agility can be introduced in the organisation to help drive business growth. In a "digital first" world, innovation is key to survival, and moving faster is an executive mandate.

If you have any other ideas, I'd love to hear them in the comments.

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