I started my IT career, too many years ago, as a techie, but spent over six years in IT marketing in the mid 1990s-early 2000s. Those years at DEC, Compaq and JD Edwards were wonderful, but during that time I discovered how disconnected marketing could be from other business functions, particularly sales and finance. So it was with great enjoyment that I read James Utzschneider’s blog.
I would describe it as “how to deal with marketing people, for finance people”, and should be prescribed reading. It covers some important topics:
- how finance should talk with marketing,
- that simple metrics can be used for marketing activities, without being too threatening to marketing people,
- the reality of balancing measurement of marketing with execution.
It’s the kind of subject matter that could be turned into a book.