All through historical past, nice dynamic duos have made vital impacts of their area. Sherlock Holmes and Watson, Chewbacca and Han Solo, Thelma and Louise, Frodo and Sam, advertising and marketing and IT. 

Advertising and IT?! In all probability not a pair you’d consider as a duo, and definitely not a dynamic one… We’d argue, although, that this notion can – and may – change!

When CTOs hear that MessageGears’ cross-channel engagement platform will help their model ship extra personalised messaging to prospects by connecting on to their information, many roll their eyes. 

CTOs know their crew immediately envisions all of the work it can take to get the advertising and marketing of us up and operating, to not point out the safety nightmare concerned in opening up their buyer information entry. In the meantime, advertising and marketing groups are enthusiastic about all of the instances they’ve been shot down by the IT crew and needed to restrict personalization inside a marketing campaign due to which fields they’ve entry to. When each vendor basically guarantees the identical “real-time personalization” capabilities, integrating one more martech instrument simply seems like one other large ache.

It’s simple to grasp why: Typical buyer engagement instruments are distant from the supply of the client information, which causes complications and information friction between IT, advertising and marketing, and advertising and marketing operations. 

When you wrap your head round a really direct information connection, the very fact is that MessageGears is uniquely positioned to get rid of that relationship friction between groups and make CTOs lives simpler. MessageGears was purpose-built for enterprises with tens of millions of consumers, and it adjustments how advertising and marketing and information/expertise groups can work collectively. 

The underside line is that CTOs love MessageGears. Right here’s why:

No extra information complications

Typical cross-channel martech platforms require you to ship a duplicate of as a lot of your information as you’ll be able to to them, after which require that the information be saved in sync over time. 

MessageGears permits you to make the most of your information in place, decreasing information friction throughout platforms, which suggests:

  • No extra ETL. The work wanted to extract, remodel, and cargo information right into a distant platform is a drain on information operation sources and a big effort for advertising and marketing operations to even have the system up and operating recurrently.
  • No extra troubleshooting failed file transfers. Whether or not you’ve syncs arrange nightly, hourly, or possibly each quarter-hour (at greatest), batches of knowledge despatched to a distant platform from varied information sources invariably fail. This implies monitoring, paging, alarming, and root trigger evaluation of why these transfers fail – a big supply of frustration for many IT groups.
  • No extra requests to change information switch processes so as to add new information requested by advertising and marketing. Keep in mind these ETL jobs required with most martech platforms? Nicely, it’s solely a matter of time earlier than your advertising and marketing crew will want new and totally different information fields and sources for campaigns. Every seemingly small change could be a huge headache to your IT specialists and for advertising and marketing operations, as altering these ETL processes could be a a lot larger effort than anticipated.

CTOs have way more management

For many manufacturers, if the advertising and marketing crew desires so as to add one other area for personalization, they should undergo the precise IT/product crew to get that accomplished. The method can take weeks to finish, and that’s assuming there aren’t any information entry and privilege points.

With MessageGears, although, it’s similar to flipping a change for IT. As an alternative of getting to replace the ETL course of to vary the information in each the goal martech database and the information warehouse the place it sits, they’ll do half the work and get rid of ETL.

MessageGears is related on to the information warehouse, so the CTO’s crew can nonetheless be the gatekeeper of knowledge safety however doesn’t should spend a lot time making it work for the marketer.

The safety stage is far larger

Distant platforms require you to ship your information backwards and forwards to their cloud to construct campaigns. By default, this implies the information has to go away the protection of your firewall, doubtlessly exposing it to unhealthy actors on the opposite facet. As a result of MessageGears’ platform sits immediately on prime of your information – wherever it might stay – that information is way safer than it’s with conventional advertising and marketing cloud options. MessageGears by no means wants to repeat or retailer your information in our platform. Interval.

CTOs love this as a result of the information is their duty, and friction is continuously attributable to sending this delicate information outdoors of their atmosphere. 

For example, with MessageGears, Chick-fil-A anonymizes buyer information earlier than utilizing it in advertising and marketing campaigns, permitting their crew to gather and leverage buyer intel confidently – whereas understanding PII is protected.

They get monetary savings

Whereas safety is commonly the primary thought when groups study that their information stays of their information warehouse with MessageGears, there’s one other big profit to this construction. 

As a result of MessageGears doesn’t maintain your information, you’re capable of keep away from all the additional bills of knowledge switch, mapping, and storage charged by different platforms. And CTOs know these information charges can add up FAST. 

MessageGears involves you moderately than you having to return to us, considerably decreasing your martech prices – to not point out empowering entrepreneurs to get campaigns constructed quicker, which suggests your model is nearer to recognizing the income related to these campaigns.

IT and advertising and marketing can be a dynamic duo

Regardless of what some entrepreneurs might imagine, IT groups don’t wish to be the unhealthy guys – they wish to assist. However guarding information safety is a severe job, and serving to entrepreneurs get entry to extra of it isn’t sometimes going to be the very best precedence. 

However your priorities don’t should be at odds. With MessageGears, safety and pace points are eradicated, permitting advertising and marketing and IT groups to work in sync. 

Not solely can your IT crew transfer quicker on advertising and marketing’s information entry requests, however they’ll even be proactive in bringing alternatives to advertising and marketing. They’ll be the primary ones to know if a brand new information area turns into out there – maybe they’ve gained entry to local-area climate information for the U.S. – and might ask advertising and marketing if they may make use of it. As CTOs know, such a collaboration and innovation is vital to compete on the enterprise stage. 

For one of the best groups, IT is a real companion in delivering extremely personalised cross-channel communication that brings outcomes for gross sales and advertising and marketing. MessageGears has the instruments and the data-connection capabilities to make {that a} actuality to your enterprise… with out all of the widespread workarounds and complications!


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