Trends Report

Speak The Same Language To Harmonize Martech And Digital Experience Initiatives

Aligning Creatives And Techies Starts By Defining Joint Missions

March 23rd, 2020
Allen Bonde, null
Allen Bonde
With contributors:
Stephen Powers , Rusty Warner , Nick Barber , Emma Huff , Madison Bakalar


With an ever-growing mix of media types and channels, marketing and tech teams must collaborate to deliver high-impact, scalable digital experiences to their shared customers. Aligning around a common stack and processes can decrease duplication, better harness data, and even reduce software-as-a-service (SaaS) sprawl — but only if eBusiness and channel strategy leaders get all participants and stakeholders to speak the same language. This report outlines five best practices for deploying cross-functional teams on joint missions that bring contributors together in support of shared goals.

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