People have been talking quite a bit about “shadow IT” lately, but perhaps the biggest trend is the rise of shadow IT departments. In particular, marketing departments are aggressively moving forward in technology implementations.  

According to Amy Gesenhues of MarketingLand, a new survey of 182 marketing executives finds 65 percent plan on investing more in marketing technology during 2015, with 28 percent planning to spend “significantly” more.

It’s natural, then, to assume there may be some friction between marketing and IT as both side compete for technology dollars. A recent report from Accenture points to the potential friction points, and urges the two sides to work closely – especially since marketers will need the help better understanding technology. For example the report states, “by 2017, CMOs are projected to spend more money on information technology and analytics than CIOs, a remarkable development considering that CMOs regard digital orientation as their weakest capability—at the exact moment when it needs to be their strongest.”

While Accenture finds CMOs and CIOs are far apart on their approaches to technology, things are improving -- both CMOs and CIOs believe their relationship with each other has improved over the past year.

The bottom line, however, is that customers aren’t going to care about the relationship between the IT and marketing departments – they just want a positive and rewarding experience from their carrier of choice. It’s up to IT and marketing to work in tandem to deliver this experience. As the study’s authors put it: “As consumers head full speed into a world where brand and technological experiences are indistinguishable, revamped marketing and IT organizations need to be jointly responsible for owning the design of the customer experience. Data insights, technology and creative strategy must unite to orchestrate experiences across channels and business units.”

Focus on building a platform of “trust and transparency, powered by analytics and technology,” Accenture urges.

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