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March 31, 2009 Understanding The Marketing And IT Relationshipby Suresh Vittal, Jennifer Joseph McGann with Carlton A. Doty, Emily Murphy |
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Executive Summary
Forrester surveyed 224 direct marketers to understand how relations with internal and external partners affect technology adoption. Across the board, marketers recognize the need to improve customer information systems and measurement technologies in order to build better online and multichannel customer experiences. Three types of technology support influence how marketers plan to achieve these goals: 1) IT Partners have a dedicated IT support group; 2) Marketing Partners have a marketing services support group; and 3) Independents have neither IT nor marketing services support. IT Partners are consensus-driven buyers looking to quickly expand their technology base to include optimization technology. Marketing Partners have adopted the most technologies but face insight and measurement challenges. Independents have the lowest technology adoption and are less satisfied with all of their technology partners.
TABLE OF CONTENTS
- Marketers Use Technology To Unlock Customer Insight
RECOMMENDATIONS
- Use The Relationship Framework To Guide Your Next Steps
- Supplemental Material
- Related Research Documents
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