A recent article in Adweek written by Bob Greenberg addresses how bringing together marketing and IT can help a business grow. Bob introduced his idea by writing how digital has changed business practices.

“There’s been a lot of talk about integration. Many of our clients are restructuring and realigning in response to digital shifts that have changed consumer behavior. The results are new business models that are shaping the future of marketing. Different companies are taking different approaches, but one form of integration that has been slow to take hold across industries is that of marketing and technology.”

He goes on to write about how this integration can help in product development and metrics, but it was one of his recommended solutions that caught my attention.

“A mind shift needs to take place wherein technologists are seen as creatives and not merely executors. While IT is primarily responsible for ensuring that everything runs smoothly, many of today’s successful tech-driven marketing platforms are the result of insights from programmers. By allowing IT to become more involved in marketing, new ideas emerge that may not have surfaced otherwise.”

You see, we’re lucky enough to work in an agency where David, our IT guy, is included in all the creative idea meetings. I couldn’t tell you how many times his input has led to coming up with the perfect idea and execution for a client.

But to me, the biggest benefit is that I (or the rest of the creative department) don’t have to know all the technicalities or about how something works on the back end. It seems David already knows all of it, so he becomes an invaluable resource in the planning stages.

I suppose that just illustrates one of the main benefits for a client to work with a small agency like The Price Group. Everyone here from every department is involved and informed about every other department. Our clients get ideas and executions from a complete team, not an assembly line.

I couldn’t imagine it any other way.