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IT verses marketing: the internal war that is costing retailers £178k in failed ecommerce projects

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The battle between marketing and IT is costing ecommerce
The battle between marketing and IT is costing ecommerce
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Lack of co-ordination between IT, marketing and the C-suite is costing retailers an average of £178k a year on failed ecomm projects – study

British retailers are wasting on average £178,000 in failed eCommerce budget according to a study, with an internal war raging in many retailers between IT departments and marketing teams as to why projects fail. 3% of respondents claim to have wasted up to £3 million.

 

Commissioned by Greenlight Commerce, the study finds that more than a quarter (26%) of the marketing team blaming IT for project failure – and 30% of the IT team blaming marketing. A further 15% blamed the C-suite.

 

With more than three quarters of all retailers (76%) planning to increase the number of eCommerce projects in 2019, there is a need to look at how retailers can bridge the disjoint within the organisation.

 

When it comes to hitting key objectives, the survey finds 18% of marketing and 11% of IT respondents expect to miss all key objectives of eCommerce projects in 2019. 14% of all respondents expect project waste due to poor planning, accounting for an average £105,000 and 13% expect waste due to poor execution, averaging at £111,000. This year the IT team is wishing for more budget and 48% said it would increase success in 2019 and 44% saying they would like more skilled employees.

 

Kevin Murray, Managing Director, Greenlight Commerce, comments: “These survey results reveal there are a number of core issues within businesses which are hindering the success of existing projects, as well as investment in new eCommerce projects. With an average of £¾ million in the eCommerce pot, it is vital that the C-suite provides the right leadership to ensure that different departments can address and rectify these problems.”

 

Murray concludes: “But with only 20% of respondents in IT roles saying the projects were excellently executed it’s a worrying contradiction. Senior management must ensure the rift between IT and marketing is healed and resources properly allocated between the different departments to drive success.”

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