How Silos in the Marketing Organization Thwart Alignment with IT

According to a global survey of marketing professionals by Teradata, 74 percent of the respondents said that marketing and IT are not strategic partners in their companies

Data is an asset that should be shared across the organization to discover patterns of behavior and pinpoint areas of opportunity to be leveraged by sales, marketing and customer service. While data collection has historically occurred most often within the IT organization, the analysis of that data is often the responsibility of customer insights managers or data scientists, who must work cross-functionally with both marketing and IT. Greater collaboration and partnership between the worlds of marketing and IT power deep, actionable understanding of the customer—and companies who drive their businesses with customer data are best positioned to win.

However, using all the data together is what drives a great customer experience, and according to a McKinsey study, 70 percent of customers buy based on how they are treated. As for how IT can assist, it is truly about collaboration between marketing and IT, or between CMO and CIO, and the broader strategy of the company being driven by the C-suite. You might point readers to a post written earlier this year by our company president about why this need is so critical.

http://www.itbusinessedge.com/blogs/from-under-the-rug/how-silos-in-the-marketing-organization-thwart-alignment-with-it.html