The SMART Tech Selection Guide For Community Marketers

Many IT managers tell us that marketers seem quick to jump to technology selection without first articulating the business reason for or the organizational impact of those choices. On the other hand, marketers tell us that IT managers often act like gatekeepers to marketing innovation and do not fully appreciate the strategic impact of implementing a new social technology. As a result, marketers tend to act first and ask for forgiveness later by starting the selection process without IT at the table. This approach inevitably leads to compatibility, support, and service issues down the road. It's time for marketers to work more closely with their IT folks throughout the technology selection process. This B2B online community playbook on tools and technology provides you with a simple guide to the key considerations that should inform the technology selection to match your community strategy. It can also be used to facilitate internal discussions with your partners in IT before you move forward.