Digital marketing has fundamentally transformed the relationship between marketing and IT. The universe of marketing applications continues to explode, and marketing budgets are skyrocketing.
But so are customer expectations. Whether they’re shopping for clothes on their phone or researching a B2B buying decision on their work laptop, customers increasingly anticipate a smooth, relevant online experience.
To consistently satisfy those expectations, marketing and IT leaders must work together more closely than ever before — even as conflicting priorities, clashing personalities and mounting competition for resources cause more and more friction between them.
But is the state of marketing-IT relations really all that dire? If so, what are the biggest obstacles to effective collaboration? And where can CMOs and CIOs find common ground to help overcome them?
To better understand the answers to these questions, we surveyed 201 marketing and IT leaders. Take a look at the infographic below to learn more, and check out the full report for an in-depth evaluation of where the marketing-IT relationship stands and how it needs to improve.