How to overcome challenges in dealing with IT and move forward with your CTO.
My last column dealt with the all-too-familiar marketing/IT tug-of-war, where I explained that the role the CTO/CIO plays is one of risk management; given things like scope creep, etc., the CTO has to promise the least she thinks you will accept in the most amount of time that you can stand. CTOs as a group have a fairly standard way of handling new projects/ideas/processes, particularly those that are introduced by the business side of the company. I've worked together with John Quarto-vonTivadar to share these with you. I hope you work with your vendor to overcome these challenges.
There are four common objection phases the CTO has developed to deal with marketing's request:
Once we understand these phases we can learn to deal with the most common objections, such as:
These are five of the most common objections we've come across in almost 15+ years of working through marketing/IT projects. I'm sure you have come across others that you may or may not have been able to overcome. What were they? If you did overcome them, how?
Editor's note: This article was originally published on August 24, 2012.
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Bryan Eisenberg is coauthor of the Wall Street Journal, Amazon, BusinessWeek, and New York Times bestselling books "Call to Action," "Waiting For Your Cat to Bark?," and "Always Be Testing." Bryan is a professional marketing speaker and has keynoted conferences globally such as SES, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, SEM Konferansen Norway, the Canadian Marketing Association, and others. In 2010, Bryan was named a winner of the Direct Marketing Educational Foundation's Rising Stars Awards, which recognizes the most talented professionals 40 years of age or younger in the field of direct/interactive marketing. He is also cofounder and chairman emeritus of the Web Analytics Association. Bryan serves as an advisory board member of SES Conference & Expo, the eMetrics Marketing Optimization Summit, and several venture capital backed companies. He works with his coauthor and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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