Gartner Research

Ten Things Marketing Needs From IT

Published: 06 November 2014

ID: G00260116

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


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


  • 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

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