The Disconnect: A Tale of Two Departments (The Engineers and Drivers)
Being on the software vendor side, I often see that the disconnect is much like a Le Mans team where the engineers and drivers aren’t talking. Business technologists are like race car drivers focused on crossing the finish line—sometimes so intensely that they overlook the complexities of the engine that will get them there. They’re fixated on outcomes and can forget the technological depth needed to achieve them. This is precisely where IT teams come in. Think of them as the pit crew and engineers who understand the intricacies of the “engine,” ensuring the car not only crosses the finish line but does so without bursting into flames.
IT is often preoccupied with system stability, security, and scalability, while business technologists are focused on agility, innovation, and speed to market. If business technologists don’t consult IT due to a lack of understanding of the required technological depth, they risk choosing the wrong
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solutions—and getting burnt in the process.
The Costs of Misalignment and Pitfalls of Racing Solo
Just as a Le Mans car can’t win without a unified team, an organization can suffer from this disconnect. It leads to inefficient laps, pit stops at the wrong times, and even engine failures (metaphorically speaking). In real-world terms, a fractured approach to DEX can result in lowered productivity and increased employee turnover, and let’s not forget the financial implications. A poorly executed DEX can increase costs through redundant systems, inefficiencies, and the often-ignored but crucial loss of competitive advantage.
Marketing: The Pit Strategist in the Experience Endurance Race
If the 24 Hours of Le Mans had a pit strategist, that role in the corporate world would be played by Marketing. Unlike other departments that can sometimes get tunnel vision, Marketing has always had its