Advanced Search

Save Or Share This Report

For CMO Professionals

Case Study: Two Approaches To Align Marketing With IT

May 23, 2011

Primary author headshot

Authors

  • By Luca S. Paderni
  • with David M. Cooperstein,
  • Nigel Fenwick,
  • Cory Munchbach

Why Read This Report

The rapid adoption of new digital technologies by consumers is pushing marketing and IT closer together. Two companies that Forrester spoke with took very different approaches to the challenge of how to set up a marketing-IT alignment initiative: Natixis Global Associates and Kellogg. What they told us is that focusing on key business drivers, continuous communication, and maintenance of a flexible attitude represents the key takeaways for senior marketers who are about to embark on the marketing-IT alignment journey.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

Recommended Research