Does Your Technology Support Your Marketing

When I was in Washington DC last week I was out to dinner with a bunch of marketers. Over the course of dinner and a nice conversation one of the people there, Mary Ellen Tribby, while giving advice to another attendee said "Your technology should always support your marketing and not the other way around". Thats a fricking awesome quote... and I can't agree more. If your marketing department or your marketing is not driving your technology crazy... then they are not trying hard enough. They should be causing problems for them all the time. Problems like... how do we keep these servers up with all this traffic... how do we find a shopping cart to handle all of these sales... how scale this or that to keep up with demand. Often times marketing can get to involved in technology and it prevents them from what they do best.