Case Study: Two Approaches To Align Marketing With IT

May 23rd, 2011

Luca S. Paderni

With contributors:

Nigel Fenwick , Cory Munchbach , David M. Cooperstein

Summary

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.

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