Gartner Research

Ten Things Marketing Needs From IT

Published: 06 November 2014

ID: G00260116

Analyst(s): Mike McGuire , Martin Kihn, Jennifer S. Beck

Summary

As technology continues to impact every aspect of digital marketing, evaluating sources for these capabilities is more complex. You can develop the skills, turn to external providers, hire the talent, or look to internal IT. Here are 10 ways to determine if IT might be the sourcing option of choice.

Table Of Contents

Analysis

  • So When Do You Choose to Work With IT?
  • Five Critical Considerations Before You Begin to Engage With IT
  • 10 Things Marketing Needs From IT When They Are …
    • Assessing New Business Opportunities
    • Attracting Prospects
    • Acquiring/Converting New Customers
    • Retaining Loyal Customers
    • Managing the Customer Experience
    • Building and Supporting the Technology Infrastructure
    • Supporting the Data Strategy
    • Managing Business Risk
    • Technology Vendor Evaluation, Selection and Management
    • Managing Technology Change and an Innovation Pipeline
  • What to Do Next

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.