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Bridging the Gap Between Marketing & IT
Once upon a time, an integrated martech stack was seen as a highly technical pursuit that was primarily accomplished by the IT organization or a specialized marketing technology group. This is still perceived to be the reality, but it doesn’t have to be that way anymore.
Digital business initiatives—such as omnichannel marketing programs—have been driven by marketing groups, but they usually had to go through IT for the required marketing tools. IT was also solely responsible for setting up the necessary integrations and automating workflows. The need for more dynamic digital programs, the explosion of cloud apps, and the raised expectations of employees and customers have placed a tremendous amount of stress on the IT organization and slowed down any digital transformation efforts.
This stress has resulted in two major issues that slowed down the ability for companies to digitally transform. The first is organizations didn’t have the breadth of technical capabilities needed to implement those digital business initiatives, such as fast integrations, process automation, more collaboration and the syncing of information across disparate systems. The other issue is the disconnect between Marketing and IT groups due to misaligned priorities.
Today marketing technology is widespread, easier than ever to adopt and use. A portion of the digital initiatives can now be taken out of the hands of IT, and placed into the hands of practically everyone in the organization, freeing IT up to work on more complex technical projects.
Enter, the “citizen developer.” Within marketing, citizen developers consist of roles such as Marketing Operations and Digital Marketing Managers. They know the apps they use very well, but not necessarily the concepts that traditional integrations and automations require them to know. To relieve stress and scale with the demands of digital marketing programs, marketers must be able to operate integrations and automate workflows themselves or maintain those created by IT so they can make ongoing changes as needed.
The need for marketing to be able to collaborate more with IT is reflected in how the martech landscape is evolving. Marketer-friendly intelligent integration and automation capabilities are key to resolving the problems that threaten the ability of marketing organizations to execute digital transformation effectively. At Percolate we’re addressing it with Percolate Relay and the Percolate Developer Platform.
Percolate sits at the center of the martech stack, and is a central component for important marketing workflows. The core Percolate platform, combined with Percolate Relay and the Percolate Developer Platform, bridges the divide between marketing and IT, aligns the organization and makes it viable for marketers to create robust integrations and automations in collaboration with IT.
Percolate Relay allows non-technical marketers to set up simple, if-this-then-that integrations and automations between Percolate and other platforms with minimal technical resourcing, while the Percolate Developer Platform (PDP) offers advanced capabilities for developers to build self-installable, next-generation integrations with custom user interfaces through our public APIs and SDKs. These capabilities empower marketing organizations to deliver innovative, personalized, multichannel experiences in a fast, iterative, data-driven manner to continuously evolve, innovate and stay ahead.
Read the Best of Breed Advantage ebook to better understand how to map and build a best-of-breed martech solution that gives your marketing team the exact tools and functionality they need to create, build, scale, and measure effective enterprise marketing programs. You can also request a demo of Percolate Relay to learn how it can make a difference for your organization today.