Best Practice Report

Rally Marketing And S&R Around Shared Values Of Customers And The Brand

Collaborate To Protect The Brand And Unlock New Opportunities

September 6th, 2023
Stephanie Liu, Senior Analyst
Stephanie Liu Senior Analyst
Alla Valente, Senior Analyst
Alla Valente Senior Analyst
With contributors:
Amy DeMartine , Melissa Bongarzone , Jeff Pollard , Enza Iannopollo , Kaylee Mahoney , Kate Pierpont

Summary

The relationship between marketing and security and risk (S&R) pros often ranges from frosty to nonexistent. But the lack of collaboration between these two functions exposes a company to multiple risk vectors. Although they may seem worlds apart, marketing and S&R align on two goals: protecting customers and protecting the brand. This report outlines the risks of marketing and S&R operating in silos and provides a roadmap for how to build a relationship for stronger collaboration.

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