IT plays crucial supporting role

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.

Shaun Doyle




Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here