IT Department Wrecking Internet Marketing? It’s Your Fault.
Ian Lurie Feb 5 2008
At least once a week, I see an e-mail exchange like this:
Portent: Please make this one change on all pages of your site.
Client: OK, we’ll have that done in 2 months.
Client: Our IT (Information Technology) guys told us it’ll take 2 months.
Portent: We’re asking you to change ‘bumpers’ to ‘buggies’ on the home page.
Client: Well, the IT folks said that’s a big change, and that they’ll have to batch it with 3,000 other changes.
Portent: (Pulls pin in head and explodes)
Don’t Blame IT
If you won’t let marketing run the web site and the rest of internet marketing, then it’s your fault.
IT’s job is to minimize risk.
IT’s job is to maintain infrastructure.
IT’s job is to push back when the rest of the company asks for anything not directly related to the previous 2 goals.
If you ask them to become the online arm of the marketing department, you deserve the result: Delays, frustration and poor internet marketing.
Would you ask marketing to do IT’s job and manage the corporate network? Not if you’re sane. So why would you ask the reverse?
You’re Not Saving Money
You are not saving money by forcing IT to manage the web site.
You’re losing search rankings.
You’re losing time.
You’re losing customers.
You’re losing sales.
You’re increasing the work necessary to get yourself back on track later.
Fix the Problem
Here’s how you fix the problem:
- Take the web site offsite. Host it somewhere else.
- Remove it from the IT department’s ‘to do’ list. Forever.
- Hire an internet marketer. Don’t have the budget? Allocate part of someone’s time to it, get them the training they need (ie: Buy them a book) and hold them accountable.
- Send your IT department chocolate. Apologize for trying to make them manage the site.
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Ian Lurie is CEO and founder of Portent Inc. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More