The Get-Along Gang

This may not come as a news flash for those who have been a part of or watched as marketing and IT struggled through a Web site redesign. Sometimes the two departments don’t see eye to eye on Web issues. Marketing wants the Web site to be as functional and attractive as possible. IT wants to ensure that new software is secure and works within the company’s existing technology framework.

While they’re not necessarily opposing forces, IT and marketing needs do sometimes conflict, causing projects to derail and resources to be squandered. But some marketing and IT departments have found new tactics to work together in more collaborative and respectful ways to get Web site redesigns, updates, and other Web work done.

“It wasn’t uncommon several years ago for us to go to a client and sit down and pull together a meeting . . . and the IT and marketing people would be meeting each other for the first time,” says Jeff Coffey, director of interactive strategy at CRC Marketing Solutions, Inc., an Eden Prairie marketing agency that provides design, technology, and concept development services. “That’s pretty rare these days.” It’s more common now for marketing and IT to share in the ownership of the Web site.

Coffey says improved communications between the departments and communicating earlier in the Web development process have helped many clients avoid conflict. But problems remain. Here, interactive marketing professionals offer solutions for avoiding common Web team pitfalls.

Bending Time

Both marketing and IT are guilty of stepping on each other’s feet during the Web development tango. While marketing may be somewhat unrealistic when it comes to project timelines, IT may be less than nimble when it comes to taking on new projects and implementing new technology.

Timelimes are a big concern for both departments—as marketing tries to ramp up promotional campaigns, IT needs ample notice on Web deadlines. “When there is something new and hot, the marketing team needs it now,” says Tom O’Neill, vice president of software development for Sierra Bravo, an interactive development and technology firm in Bloomington. “They want to be the first on the block with the best toy.”