Navigating any clash between any 2 business functions can be challenging, but finding common ground is possible with a collaborative approach. 1. Identify Common Goals 2. Create Cross-Functional Teams 3. Set Clear Roles and Responsibilities 4. Understand Both Perspectives 5. Identify Common Goals The last resort would be seeking leadership support.

In all conflicting situations the importance has to be placed on the "Intent & Objective". Ensuring everyone is clear on - Why does the organisation need the "Digital Transformation"?, will help us make the difficult decisions. While collaboration and working together is important, failing to make those tough choices leads to disaster. Hence, my recommendation is we should help both parties align to the objectives make sure the Intent is always focused on achieving what is important for the organization - Even if you have to make some tough choices and descisions!

Marketing debe marcar los objetivos deseados y el equipo de tecnología poner al servicio de esas metas las estrategias y herramientas necesarias. Estableciendo claramente estos roles, el conflicto debería ser inexistente. La tecnología siempre al servicio del negocio. Eso sí, para que tecnología y negocio estén alineados, es imprescindible contar con tecnólogos en el órgano que define la estrategia, el consejo, y en el que la ejecuta, el comité de dirección.

To manage conflict, I encourage a collaborative culture—where both IT and marketing are involved in key decisions. Joint workshops and cross-functional teams can help everyone appreciate each other's perspectives and solve problems together.

As an external consultant, the approach to resolving a clash between IT and marketing teams on digital strategy would involve aligning their unique aspirations with enterprise objectives. IT seeks scalability, security, and integration, while marketing prioritizes customer experience, agility, and data-driven growth. It is important to facilitate workshops to foster collaboration, define shared KPIs, and establish a balanced roadmap. By identifying quick wins, such as integrated dashboards or automation tools, and ensuring executive alignment, both teams can achieve mutual goals. A neutral leader or cross-functional digital team can further ensure sustained cooperation and long-term success.

Usually, when IT and marketing are not on good terms, the target objectives are not aligned. I would have both teams pull up a list of non-negotiable and valid reasons for each. From there, the common ground would intersect. I would emphasize how both teams are important to the company's success and progress. Then, I would suggest the benefits of the outcome of the digital strategy based on the common ground. The most difficult part would be convincing both parties to make the clash a win-win situation.

In my experience, finding common ground starts with empathy and communication. Once, when IT was focused on feasibility and Marketing wanted bold ideas, I brought both teams together to share their goals and constraints. Just hearing each other out eased the tension. We then developed a phased roadmap that aligned marketing’s vision with IT’s capacity. IT got clear deliverables, and Marketing saw their vision wasn’t dismissed but strategically planned. It’s about bridging perspectives and showing how collaboration drives business success. Sometimes, even a simple coffee break can work wonders for team bonding!

Caught in a clash between IT and marketing over digital strategy? Here’s how to bridge the gap: 1️⃣ Focus on Shared Goals: Highlight mutual objectives like improving customer experience, driving traffic, and boosting ROI. Align the teams around these common goals. 2️⃣ Facilitate Open Dialogue: Organize collaborative sessions where both teams share their perspectives and challenges. Listening builds understanding. 3️⃣ Speak a Common Language: Translate technical jargon into business outcomes and marketing goals into actionable steps. 4️⃣ Create Joint Metrics: Develop KPIs that reflect success for both teams to foster collaboration.