Next October, on the agenda of our next conference MarTech in Boston a theme emerges: collaboration and integration . With the expansion of martech reaching a critical mass we see an age of acquisitions and mergers, consolidations and partnerships. The integration between previously siled groups of marketers and technology seamlessly integrates into this theme.
Pamela Della Motta of the New York Times, Product Manager for Marketing Technology, and Kristian Kristensen, Vice President of Engineering, explained that the merger of their teams had allowed them to make significant gains. The two will lead a conference session on the way they did it.
Both agree that this should be done. Della Motta said that "the main pain not to be integrated, is that nothing is done".
"If a launch is not done holistically, it fails," said Della Motta. "And that's why we had to step back and recognize that we have to work together."
"I think we all had to make a huge paradigm shift. We first had to recognize that no team could work alone and then we had to learn to work together. When we wanted to throw something or we wanted to bounce, we could not get rid of it. We had to rely on representatives of data, technology and any other area of the business, "said Della Motta.
"Historically, marketers are used to finding the problem and looking for the solution on their own," said Della Motta. "Because they have to act fast. The market is changing very, very fast. And so, it is instinctive to identify the problem, find the solution and do it. But if you take a step back and really understand what problem you're trying to solve and call on people who are actually experts in their field, it helps us find the solution faster and with less pain.
Kristensen said that the team's merger was an idea whose time had come.
"I think we see a lot of things happening now because the world we live in is different from what it was 10, 20 or 30 years ago," said Kristensen. "Things are not as discreet as before. And the only way for us to act as quickly as necessary to respond to the market is to be more integrated. "
Kristensen said that the advent of Agile methodology supports an integrated approach.
"I think the only way to react to [modern challenges in marketing] is to have cross-functional teams that represent the different and relevant functions that work together and have very rigorous feedback loops to determine what's right, can we do to answer that, how does it really work. And then we can walk our way to a way that works much better, "said Kristensen.
If you want to know more about Della Motta, Kristensen and other experts in the field, be sure to attend our conference MarTech in Boston from 1 to 3 October 2018.
This story first appeared on Martech Today. To learn more about marketing technology, click here .
About the author
Robin Kurzer began his career as a daily reporter in Milford, Connecticut. She then made her mark in the world of advertising and marketing in Chicago in agencies such as Tribal DDB and Razorfish, creating award-winning works for many major brands. For the past seven years, she has worked as an independent and professional copywriter in a variety of industries.