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RESEARCH: Only 30% of IT leaders at global brands involve marketing in UX decisions
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A survey of 200 IT leaders from global brands regarding how they plan website development projects shows that while 21% wouldn’t change anything about their planning process, 79% realise it could be better.

The data from Storyblok indicates that on the surface, website development planning seems to be working well for most companies because projects are planned months in advance. 29% plan projects 1-2 months in advance, 26% between 2-3 months ahead of time, and 18% are planning more than 3 months before development. The largest percentage typically develop a proof of concept in 1-2 weeks (31%), with 18% delivering one in less than a week.

Despite that, the fact that an overwhelming majority of IT leaders say they know their planning process could be better points to issues with how the time is spent and who’s involved in the collaboration. While 66% say they work closely with the marketing team on structural page and content changes for websites, only 30% involve them in making UX decisions. 34% acknowledge they need to do a better job of collaborating with the marketing team when planning projects.

To help developers and marketers plan digital projects together, Storyblok is introducing the Concept Room as part of Storyblok Labs, a place for users to test its latest features. The Concept Room is a digital whiteboard where you can visually map out your project structure. The concepts can be linked to components within Storyblok, which makes getting a project started fast and easy.

Dominik Angerer, CEO and Co-Founder of Storyblok, said: “Collaboration between developers and marketers continues to be a struggle for most companies. As this data shows, IT teams like to think they’re working well with their marketing colleagues, but their actions prove otherwise. We built the Concept Room to make planning digital projects in Storyblok as collaborative and joyful as building them.”

Marketers at loggerheads with IT departments over data
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Seventy-eight percent of organisations report centralising customer data management within information technology (IT) teams, with marketers bemoaning the fact that use of new tech is often restricted by their cyber overlords.

The Gartner survey of 405 marketing leaders conducted in May and June 2023 found 59% of marketers agreed with the statement that “our IT policies and/or strategy constrains our use of emerging technologies.”

“Collaboration between IT and marketing has traditionally been focused on selecting applications with their own data stores, such as a marketing automation solution which stored contacts, leads, and content,” said Benjamin Bloom, VP Analyst in the Gartner Marketing practice. “Diversification of the usage of customer data, beyond marketing, forces marketers to re-evaluate how their applications interact with enterprise-wide data. Successful CMOs should seize the opportunity to re-focus and leverage a new class of cloud-based IT resources, unless they fall short of marketing’s needs.”

Marketing’s autonomy over their own technology choices is also shifting based on the vital role that data and cohesive workflows play in productivity: 78% of respondents said they must select their solutions from pre-approved vendors and platforms.

The survey also found that across key martech activities, IT is on average taking greater ownership, and the frequency of marketing teams with sole ownership is receding. This shift spans both business-centric work such as acquisition of budget for martech, and driving adoption and utilization to support customer journeys, to more technical work such as configuration and deployment of new martech, and managing vendor relationships and contracts; management of all of these shifted toward IT year-over-year.

Overall, while martech teams were open to letting marketing and IT play to each others’ relative strengths, the share of respondents stating IT had sole responsibility or was leading with marketing in support increased across every activity for which there was year-over-year data between 2022 and 2023.

“In a perfect world, marketers lead more business-focused work, and IT leads more technical and integration activities. The focus should be on getting the work done, not a territorial battle,” said Bloom. “Many marketers will welcome this shift given the dependence of many technical activities on underlying data warehouse infrastructure owned by IT, but just as encouraging is the increasing business-savvy from IT teams which can drive the ultimate goal of productive martech stacks.”