Businesses are becoming increasingly customer centric, which is moving the focus of marketing efforts firmly onto improving the customer experience.
To help with meeting that core objective, marketers are looking every which way for technology that can help them deliver a better customer experience. They want to do it all, and they want to do it now!
IT teams, on the other hand, have been in the game of buying and implementing technology a little longer. They know there are considerations that have to be made before diving in headfirst, and they’ve dealt with the repercussions of security and integration issues.
With the lines blurring between technology ownership, I’ve been looking into how the relationship between the two teams is – or isn’t – working.