Gartner Research

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

Published: 09 August 2013

ID: G00254848

Analyst(s): Kimberly Collins , Don Scheibenreif


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
  • Key Challenges



  • 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

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