Good morning, Marketers, and do you need help from IT?
The need for collaboration between IT and marketing organizations seems to be a live topic again. The martech stack can be very complex; customer data is only one part of an organization’s data; and while SaaS and no-code products encourage business users to make an end run around IT, there seems to be an increasing need to let them play a role in security, compliance and — perhaps above all — integration.
Two immediate challenges arise. IT works on a very different schedule from marketing. It also works for every front-office and back-office function, so its capacity is inevitably limited.
In this article, Greg Krehbiel goes into more depth on the points of friction between IT and marketing and how to begin to alleviate them.