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June 12, 2013

Webcast: Ending the Cold War between techcomm and marcom

In this webcast recording, Sarah O’Keefe discusses various strategic initiatives that require coordination between marcom and techcomm and addresses how to begin to thaw out the relationship.

In many organizations, there is a cold war between marketing communications (marcom) and technical communication (techcomm). Marcom tends to view techcomm as a bunch of introverted nerds who can’t communicate normally; techcomm thinks that marcom is full of liars who don’t understand technology. Neither stereotype is completely incorrect.

But marcom and techcomm can no longer afford this stand-off. On a corporate web site, any discrepancy between marketing content and technical content is quite obvious, and will undermine both organizations’ efforts to achieve their mission. To ensure that the content matches across the enterprise, you need much better alignment between the two groups.