What Marketing Needs from IT

It's well-known that Sales and Marketing are like cats and dogs in many companies. Constant conflicts take place over the value of marketing activity, the quality of leads and their subsequent follow-up and the appropriate assignment of credit for opportunities that result in new business wins. These issues are much discussed and suggested solutions abound.

What though, of the relationship between Marketing and IT? Technology is crucial to modern marketing in the form of database systems, campaign automation, digital and interactive platforms, analytics and much more. We turn to our IT colleagues for solutions in these areas to help us manage customer lifecycle, campaign execution, measurement and many other aspects of marketing activity. Alongside systems deemed business critical in finance and operations though, Marketing is often afforded lower priority and left to fend for itself.

by Simon Daniels, Consulting Director at Marketing Operations Partners & Founder of Percassity; republished from Database Marketing magazine

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