August 30, 2004
Seven Ways To Bridge Marketing And IT
Without Strong Coordination, Marketing Efforts Will Falter
by Elana Anderson
with Chris Charron, Sheila Baxter
Executive Summary (This is a document excerpt)
As marketers strive to integrate vast sources of data, present targeted messages to customers, and increase the measurability of marketing, technology is critical. But in many companies, IT and marketing have a dysfunctional relationship. Firms that enjoy the most productive marketing-IT partnerships share common characteristics: an executive-level business relationship, dedicated IT support, and joint decision-making and accountability.
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Forrester conducted an online survey of 102 senior marketing executives. In addition, we spoke with marketing and IT executives from 20 companies, including BellSouth, Cendant Corporation, GE Advanced Materials, JPMorgan Chase, Sony, TD Bank Financial Group, Verizon Wireless, and Walgreens. Related Research Documents
June 29, 2004, Best Practices
June 22, 2004, Data Overview
June 14, 2004, Quick Take
March 9, 2004, Best Practices |
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