IDG Contributor Network: Why IT and marketing need to work together

One thing systemically changing businesses of all stripes today is data. While it may seem that many companies have gotten their arms around the complicated data situation, it’s as clear as ever that is not the case. Although the marketing department is being tasked with providing a more enriched interaction between businesses and their respective customers, the reality is that they’re still orienting themselves to the problem and current solutions.

To help you better understand what marketing is dealing with and why the Information Technology (IT) department needs to help, let me set the scene for you. As noted in my previous post, cross-departmental collaboration is a keystone to delivering a modern, cost effective marketing strategy.

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