Executive Summary (This is a document excerpt)

Many interactive marketers find their interactions with IT to be positive, but others struggle with conflicting team priorities, slow response times, or differing communication styles. To successfully engage with IT, interactive marketers must: 1) define clear project specifications; 2) create combined working groups with aligned goals; and 3) obtain support from the highest levels of the organization. Forrester also recommends that marketers designate a point person who speaks IT's language, invest personal time with IT colleagues, and develop an escalation plan for resolving problems.

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