Businesses today are becoming more and more customer-focused, with marketing efforts increasingly focused on improving customer experience.

To help achieve this primary goal, marketers are looking for technology that can help them provide better customer experiences. They are keen on getting everything done and can't wait to do it now.

IT teams, for their part, have been in the industry of procurement and implementation of technologies for some time. They are aware that there is a lot to consider before diving headfirst and are concerned with the consequences of integration and security issues.

And with the lines becoming blurred between ownership of technology, there is a lot to think about on how the relationship between the two teams - IT and marketing - works (or doesn't work) together.


There is good news and bad news. First, the good news, 78% of IT professionals think they can work well enough with marketing. The bad news, however, is that only 58% of marketers believe that to be the case.

Now this is an interesting disconnect and it indicates, typically, is marketing who is less satisfied with the partnership, or perhaps even some marketers see the need to collaborate with IT people.

Whatever the case, this suggests that there exists an element of miscommunication about everyone's priorities and some difficulty in establishing a mutual roadmap.


To thrive in today's marketing environment, marketers need to be able to leverage technology. As Arcane Marketing put it, technology is at the bedrock for any marketing department because marketing officers are being pressured to understand their customers, their behaviors, and to improve the relationship between consumer and brand. With all these in mind, it can be expected that the marketing stack is quite complicated.

What does this marketing stack look like? It consists of two components:

First has to do with the system of record. In order to compile profiles of customers at an individual level requires marketing to invest in an efficient way to collect consumer information. This can be done through customer relationship management systems, data management platforms, and other marketing automation tools.

According to research, the number one use case that many businesses are trying to solve has to do with customers, which includes sales, marketing, and customer service initiatives.

The second component to the stack is a little more complex because in order to gather customer information and data and put it to good use, marketers today need many point solutions able to execute the marketing efforts.
And because marketers are always trying to chase the best-in-breed product, the stack then continues to grow in order to fit the needs of the marketing department. It is, in fact, quite common to have big enterprises with a marketing department that's trying to leverage more than 20 systems to carry out the day-to-day tasks.

It's important to keep in mind that each of these point solutions has its own dedicated user interface that also provides analytics which helps to better understand if the marketing efforts are either failing or succeeding.

There's one problem, though.

If marketers are trying to juggle 20 source systems or more, it can be very difficult to put together all this information, and that is assuming that the team knows which data it wants to compile and can decipher between crucial data with that of noise. While components of the stack can be connected natively, it doesn't follow that they can be connected for data analysis.

This all boils down to the main point that to get the most out of all this information, it is necessary to combine all these various data points so marketers have a clearer insight on a micro level on how they're performing with customers. But that is easier said than done and today's marketing tools could barely cope with that enormous workload.

This is also another reason why marketers today are trying using impractical solutions like cramming everything into Excel spreadsheets as much as they can. Imagine how much effort they have to go through as they manually sort through all that data.

All this to say, there is an even greater need for marketers and IT to work together. Imagine if an enterprise's marketing department was integrated fully into the company's tech scope.

To make this happen, it will require collaboration from both marketing and IT managers who have a history of clashing with each other. Also, roles that can bridge the gap between marketing and IT will need to be created. There are already steps done in this regard with positions such as chief marketing technologists but that won't be enough. There need to be a lot more professionals that possess the skills and experience from both marketing and tech domains.


Data is at the heart of any new strategy that's focused on customer experience. For IT, their biggest issues pertaining to security, cost, and the complexity that comes with integration. They are also struggling when it comes to implementing data-centric technology in such a way that works seamlessly with all other systems, fits well with regulations concerning security and they have to do this at a reasonable cost. It's no surprise, then, that they want to perform some sort of sanity check in some of those technological decisions made by marketing.

But these difficulties are not exclusive to IT people marketers are also impacted by these as well. They also believe that having access to the right data is high on their priority list.

Despite the ever-increasing importance of data and its use when it comes to customer experience, it seems that both IT and marketing people are struggling to create a realistic and effective strategy. A disconnect exists that results in a lack of important capabilities for the business like having access to important data in real-time.

The fact that customer experience is such a huge priority in marketing, it's become clearer that this is an area that both marketing and IT need to be working together closely. And to achieve this, both parties need to have a common roadmap, as well as a better understanding of the kind of data they need in order to make better decisions and implement that strategy.

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