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CMOs & VPs: Beware of IT Fiefdoms Ruling Marketing Roost

Marty Weintraub
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Have your inadvertently created an IT marketing fiefdom?

Is your IT department in charge of seach engine marketing (SEM)?

Have you got a little nagging ishy feeling in the back of your throat? I thought so.

Don't feel bad, we see the same sad mess in lots of mid-to-larger size companies. It's not your fault. VP types just have to trust someone.

Who better to trust than the ladies and lads over in the IT department, who've been coming through tirelessly for years. They do tech over there; they must be good at Google right?

Reality Check
In too many cases, you're wasting loads of money on elaborate systems with no vision; well-installed machines absent timeless marketing principles; and fiefdoms of executive elves who need some basic training in SEO 101.

Don't get me wrong. Some of my best friends are IT Department gear-heads: really smart tech-savvy people.

We actually even have some I absolutely couldn't live without. So many of us depend on IT for priority setting propensities, research skills, and willingness to crawl around like snakes on their bellies to connect broken things in an emergency. We even know search marketers who are serious technical masters.

There are young programmer rock stars who are way into search and know what to do. Guess what? They're smart enough to call a professional search marketer to build a credible in-house department or outsource SEM.

Let's Call it What it Is
It just breaks my hearty-har-heart when large companies blindly trust hundreds of thousands or even millions of dollars to part-time SEM types who coordinate technology in a building. Some actually oversee Marketing and IT. They're called vice presidents.

Don't cave in to IT fiefdoms. Trust that nagging little voice in your head. It will pay in the end.


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