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
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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