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Posted by Luca Paderni on July 27, 2011
With the increasing richness and complexity that digital channels and social media bring to the marketing equation, senior marketers increasingly realize that, to be relevant in shaping their brands’ interaction with customers, their teams need to embrace new technologies with the help of the IT group.
In my latest joint research effort with my fellow analyst Nigel Fenwick from Forrester’s CIO role, I explore how marketing and IT can successfully work together in enabling organizations to master the customer data flow.
Our early findings were not very promising . . . What clearly emerged from our interviews with CMOs and CIOs was how deeply ingrained the stereotypes about the two teams are. We heard that:
We did come across organizations that established productive working relationships between marketing and IT, and some of the key findings were:
What are some of the other findings you can read in the report?
The good news is that marketing and IT leaders are planning to make big changes over the next 12 months to address many of today's shortcomings. For more insight into how the new rules of engagement apply to marketing and IT, Forrester clients can read our initial findings in two reports released today. And we will further explore this topic at our upcoming CIO-CMO Forum in Boston this September.
What do you think? Is this shift a big opportunity for marketing to gain control of the customer data flow? Will marketing be able to get IT excited about focusing on the customer? Or do you think that the stereotypes are true, that we are too optimistic, and that marketing and IT will always struggle to work effectively together?