Trends Report

Five Ways To Impress Marketing And Support Digital Business Transformation

Spruce Up I&O And Partner With Marketing To Support Digital Strategy Delivery

July 31st, 2014
JR
John Rakowski
AM
Anthony Mullen
With contributors:
Eveline Oehrlich , Michelle Mai

Summary

The age of the customer demands that your firm transform into a digital business. Your marketing colleagues are leading this shift, but Forrester finds that they are currently facing numerous delivery challenges, which are prompting the creation of cross-organizational digital teams. But they aren't inviting infrastructure and operations (I&O) to the table. This is confounding because technology management skills are a key requirement. The problem isn't with marketing but with I&O professionals ourselves — we don't make ourselves an attractive business partner because of our current priorities and reputation. But the good news is that you have the power to change this image. To ensure that the new and improved I&O is a key partner in driving your firm's digital business transformation, this report provides you with the knowledge you need to drive tighter collaboration with marketing leaders and I&O, a self-assessment to help you gauge your current relationship's strength and weaknesses, and five examples of how you can highlight your skills to marketing for a deeper and long-lasting partnership.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.