Marketers Are Working on Their Relationships with IT - eMarketer

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Marketers Are Working on Their Relationships with IT

Two in five are already collaborating

October 14, 2015

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.

Timeframe in Which B2C Marketing Managers in the US and Western Europe* Believe Marketing Will Have a Collaborative Relationship with IT, April 2015 (% of respondents)

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.

In September, PricewaterhouseCoopers (PwC) asked C-suite executives how their companies defined “digital.” CMOs appeared out of step with their colleagues working as CIOs and CDOs.

CIOs and CDOs were far more likely than CMOs to day digital included technology investments in all parts of the business, and also that it was synonymous with IT. CMOs, meanwhile, were more likely than their CIO and CDO colleagues to say digital included innovation and customer-facing activities.

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