Best Practices for IT to Engage Marketing: Findings From Gartner Marketing IT Workshops


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Gartner has conducted marketing and IT workshops at its CRM events. This research describes the best practices for marketing and IT partnerships that evolved from those workshops.

Table of Contents

  • Introduction
  • Analysis
    • Understand Each Other's Point of View
      • Understand IT's Challenges Working With Marketing
      • Understand Marketing's Challenges Working With IT
    • Best Practices
    • Create Agile Teams With Common Goals
    • Gain Empowerment From Senior Leadership
    • Appoint a Marketing Operations Director (Hybrid Role)
    • Build a Clear Strategy for Working Together (and Have Some Fun)
    • Align Marketing and IT Objectives
    • Allow Flexibility for the Rules to Change for Different Projects Based on Requirements
    • Develop a Marketing IT Road Map
    • Create Shared Accountability/Establish Common KPIs
  • Recommended Reading
© 2013 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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