The rise of digital media has pulled the marketing department into ever closer contact with IT in many firms. For some, the collaboration is still fraught with difficulty. But according to April 2015 research, many have already achieved a better relationship—and still more are working on it.
In a Forrester Consulting survey commissioned by Ignition One, 39% of business-to-consumer (B2C) marketing managers in France, Germany, the UK and the US said they already had a collaborative relationship with their IT departments.
That still left a majority of respondents experiencing more issues working with IT—though most expected to have them resolved sooner than later. More than a quarter planned to be fully collaborative within the next year, and 15% thought it would take between one and two years.
Working together with tech departments is a must-do for marketers, especially as marketing automation and other marketing technology applications become more prevalent. (Read More)
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