Recently, we wrote about “Marketing and Sales: Better Cooperation Needed.” But, the same may also be said about about marketing and IT (information technology).
As reported by eMarketer:
“With technology now an integral part of marketing, it’s critical for marketing and IT teams to be on the same page. However, April 2015 research by Harvey Nash in association with KPMG found that IT’s relationship with marketing was the weakest among departments.”
“Marketing and IT departments will need to turn around their poor relationships, as further results highlighted an increase in collaboration. When asked which department owned the digital or E-commerce strategy at their company, nearly half of tech execs said it was shared by IT and marketing — the No. 1 response and up from 40% last year, when the percentage saying this had actually fallen. Among those who weren’t sharing the responsibility, marketers had lost a great share to IT and ‘other’ departments.”
Click the chart to read more from eMarketer.
I’m actually surprised on the statistics shown in this article. In this era of social media and technology, businesses should develop a better relationship between the IT and the marketing department. This would definitely improve the business’s ability to stay competitive overtime.