Trends Report

Marketers: Conquer The Linguistic Divide That's Sabotaging Your Business Technology Agenda

How To Create A Marketing And Technology Lingua Franca

May 11th, 2016
With contributors:
Brigitte Majewski , Bobby Cameron , Srividya Sridharan , Wei-ming Egelman , Laura Glazer


Marketers charged with leading their company's march toward customer obsession must collaborate with their technology colleagues more often — and more deeply — than ever before. But too often these collaborations are derailed by miscommunication that arises from inherent human social psychology. This report shows marketers how to create a common language between their department and the business technology team to ensure their organization's successful transformation.

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