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Posted by Anjali Yakkundi on May 30, 2013
This post originally appeared on destinationCRM.
We’ve heard a lot in the past year about the future role of marketing technologists as solvers of the “IT/marketing clash of the titans” (as one Forrester client put it to me recently). These technologists are more than just your basic webmasters. Instead, they are professionals with deep knowledge of how technology can deliver on marketing strategies in order to bring about better digital customer experiences. At Forrester, we’ve started to see an emerging trend of shared services groups whose goal is to bridge the marketing technology divide. Our latest research found that organizations have turned to this model — which we call the marketing technology group — to foster tighter integration between IT and marketing and between strategy/design professionals and technologists. Defining characteristics include:
So what’s the future of marketing technology groups? We expect that this trend will continue to grow as more organizations see the appeal of the “internal digital agency.” This doesn’t mean it will take over central IT groups; instead, we expect many organizations to use shared services groups to supplement existing IT groups.
Our recent reports dive into roles and organizational structures, as well as data around this emerging group. Do you have a shared marketing technology group or have you begun to move to this model? Tell us about your case studies in the comments area below.
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