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,
It’s natural, then, to assume there may be some friction between marketing and IT as both side compete for technology dollars. A recent
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.
