I agree with Steve Hemsley that it is difficult to find a balance between IT and marketing skills in an employee (“Good skill hunting”, MW July 6).
The skills and personality profile of a “good” marketing person and a “good” IT expert are different and to some extent conflicting. A good marketing department should consist of a pool of people with complimentary skill sets and personality types.
It should also be recognised that, like any important corporate asset, marketing teams need to be invested in and looked after, or the field will look greener elsewhere. Recognising that the role of IT is to support the business is an important attitude which needs to be nurtured in many organisations.
Including people with IT backgrounds in marketing teams ensures that the team members understand the IT issues and language. Those of us developing technology to support marketing analysis and campaign management need to recognise what makes good marketing teams tick and provide technologies that support them.
We should take away the drudgery of marketing, freeing the marketing team to add value through interpretation and use of the data.