IT and marketing work together but disagree on roles – study

'IT is showing a clear desire to collaborate with their marketing colleagues, but there is a disparity in the perception of the value of this critical relationship'

 IT and marketing work together but disagree on roles – study

 

The majority of UK marketing and IT professionals (70%) are working together on digital strategies, but there is a clear disconnect between marketing and IT on the value of collaboration and the roles within their relationship.

These were the findings amongst a new study from EPiServer, which quizzed 200 UK-based marketing and IT decision makers.  

The study has revealed that 79% of IT professionals believe they work collaboratively with marketing, but only 58% of marketers agree.

There is an evident appetite from IT to unite with marketing colleagues to influence web strategies and digital growth, but marketers are keen to retain ownership of areas such as mobile strategies, ecommerce platforms and marketing automation.

However, there is one clear area where the desire for collaboration from both marketing and IT professionals is high – achieving an overarching goal of delivering improved customer experience through data strategy.

The findings of the study are presented in a new report, ‘How customer experience management is changing marketing and IT dynamics’, which explores the relationship between marketing and IT and the increasing role of data in shaping the customer experience.

Marketing and IT agreed in the report that shaping customer experience is the most important area for collaboration, with 71% of marketing professionals and 57% of IT believing both roles should have influence

>See also: CIO turned CMO leads data-driven marketing at IG

The study also revealed that 39% of marketing professionals have no access to basic customer data, such as demographics, purchase history or behavioural, while a third of IT pros agree that they know the data they need but have not been able to implement it into business operations

Cost, security and integration were cited as the biggest challenges facing IT for data strategies

“As marketing becomes increasingly focussed on improving the customer experience, the role of data and technology becomes more important within the discipline,” said Maria Wasing, VP of global marketing at EPiServer. “It’s a driving force behind how the relationship between marketing and IT is changing, as the roles of CMO and CIO become almost intertwined.

“The way marketers build, access and use data is creating new ways of working for today’s marketing teams. As the owners and those with the skills to manage data, IT is showing a clear desire to collaborate with their marketing colleagues, but there is a disparity in the perception of the value of this critical relationship.

“By being adaptable, aligned from the top and creating a mutual digital roadmap, marketing and IT will be equipped to manage the change.”

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