According to a 2015 Gartner report, increasing marketing technology investments are demanding more involvement from IT leaders to enable marketing to achieve full business value from its investments.
The IT research and advisory company said that IT leaders supporting marketing today will need to build a stronger partnership with marketing and help to evaluate and integrate solutions, source data, and manage and consolidate the application portfolio.
In fact, Gartner predicts that by 2018, CIOs who build strong relationships with CMOs will drive a 25 percent improvement in return on marketing technology investment.
"Marketing continues to be a hot area of IT investment and technology innovation with a rapidly growing application portfolio that demands greater integration and focused investment," said Kimberly Collins, research vice president at Gartner. "IT leaders supporting marketing will need to develop a strong relationship with marketing leaders to help marketing derive the full potential from its IT investments."
Gartner has found that many large companies, particularly business-to-consumer (B2C) companies, have more than 50 applications and technologies supporting marketing. Managing this portfolio and generating customer value from these technologies requires a more integrated and consolidated approach, but not at the expense of marketing's ability to innovate in digital marketing.
"To generate greater business value, IT leaders need to work more closely with marketing to determine where IT leads versus where marketing leads and how both can work more effectively together. An integrated marketing management (IMM approach) that leverages a Pace-Layered Application Strategy can be invaluable to helping IT leaders derive more value for their marketing leaders," added Collins.
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