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Last Update: Friday September 17, 2021

Key Idea: Force Marketing and IT to Work Together

Jon Keefe says his company helps clients  blend marketing and IT to increase profits.

Key Question:


Require marketing and IT to work together.  This was never done and not even needed so much before the Internet became a daily presence in the life of nearly every working person in the world.

To make this a reality, teams have to respect each other enough to listen and act in new ways.  Like never before, sales and marketing people have to have IT to accomplish their goals and IT should be measured and rewarded on its ability to facilitate growth in sales.

Think about it

How do your sales and marketing people interact now with your IT people?  What changes should be made?

Clip from: Knowledge Management

Westerham and Stockport, England: In this episode of the show we go inside truly global businesses that are changing the way we know things and understand who we are. They are each uniquely helping us all get the information revolution under control and helping to open the way to a knowledge evolution.

You'll meet Miles Corbett and David Bowden and their team in Westerham, England. In their hands information becomes knowledge, and their programs are saving businesses millions of dollars every year.

Then later in the show, you will meet Bill Daring, Jon Keefe, Nick Smith and the team at KMPInternet of Stockport. They are eliminating mundane tasks from the work area and creating access paths over the barriers between languages.
Historically, if knowledge were on a grocery shelf, it would have been among the most perishable items. Here we meet people who are giving knowledge much more shelf space, at a much lower cost, and as a durable good.

Today intellectual property is as important as physical property. Physical property sustains the body -- food and shelter; intellectual property sustains the mind, imparting meaning and value to life. 

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Bill Daring, Chairman

Regent House
Heaton Lane, Stockport SK4 1BS

011 44 870 868 8900

Visit our web site:

Office: 011 44 870 868 8900

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Force Marketing and IT to Work Together

BILL: You have the banners that will come up there, so they'll be rotating.

HATTIE: (Voiceover) The three partners were proud to take me to the Manchester Airport because the work they did for this big customer won KMP international recognition. So why do you think your advertising background has been an advantage for KMP?

JON: Well, I think for the first time, the Internet made two departments in organizations really have to understand that they've got to talk to each other on a regular basis. And that's the marketing communications department and the IT department. We have translators between them because the two departments and our clients don't understand each other. But you uncover this pain that they've got by translating between the two departments and making them understand, how, by working together, they can be much more valuable to each other.

HATTIE: It seems to me most Internet companies today are run by technology people.

JON: Absolutely. You open a door and you chuck a piece of meat down a black hole and some software comes out again. That doesn't have an interface around it. It doesn't have a front-end look and feel. And that is a real issue today. (Voiceover) Positive business impact--that's what it's about. We have to add positive business impact through integrating marketing and technology. The best fun bit about it is actually making it happen under any circumstances. And you have to take circumstances into account you can't even begin to imagine in the first place. And every time a wave crashes on the beach, you've just got to get up again and get on with it.

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