Melissa Parrish says, “As the IT agenda gives way to the Business Technology agenda, marketers and technologists are working together more closely and more often than ever before, but many of them don’t feel like those collaborations are going smoothly yet. In fact, lack of communication is the No. 1 reason cited for a very poor relationship between developers and other parts of the company, according to our data.

One of the reasons for this miscommunication is that marketers and technologists often use very common words differently. We experienced this ourselves a few months ago at a large gathering of analysts at Forrester HQ, with both marketing and business technology analysts represented. First, there was plenty of acronym and abbreviation confusion: Did DR mean direct response or disaster recovery? Was CRM customer relationship management or change request management?

But there was also confusion around very common terms that both marketers and technologists use, but which mean slightly different things for each. This is the kind of misunderstanding that you might not even know in happening because you have no reason to think you mean different things until some brave soul raises her hand and admits she doesn’t understand something”.

The Importance of Creating a Marketing and Technology Lingua Franca

Forrester

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