Gartner Research

How Marketing Leaders Can Overcome Finance and IT Tensions to Improve Execution

Published: 06 October 2017

ID: G00333276

Analyst(s): Kirsten Newbold-Knipp, Anna Maria Virzi

Summary

Finance and IT leaders can be fierce allies of the CMO or formidable foes who cast doubt on the marketing leader's ability to leverage tech and deliver results. Use this research to better understand the CFO and CIO priorities and improve cross-functional collaboration.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Earn the Confidence of Finance by Connecting Marketing Activities to Business Outcomes and Expanding on Marketing's Strong Relationship With Sales
  • Join Forces With the IT Organization by Collaborating on Martech Roadmaps, Analytics Programs and Customer Experience Transformation

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