As marketing is becoming more reliant on technology then hopefully the traditional silo's of business will also be broken down.
Who would have guessed that sales and marketing would have snugged up to each other in order to get buy in for the marketing automation business case? I suspect that IT had a significant influence/impact on the decision making process. It appears the time has come for CMO’s and CTO’s to break down further barriers.
Big data has been used in a variety of forms over the last few years. With the cost of analytics being driven down enterprises are now in the position to benefit from a deeper understanding of customers, marketing, sales and return on investment. This has ultimately been driven by need but also significant changes in technology.
With many of the barriers removed it is now time for all part of the business to work together to deliver improved ROI and growth.
The modern CMO and his/her team are working with IT to leverage and realise the true value of technology to improve their ROI. Previously, these two distinct disciplines and mindsets consisted of independent, siloed teams that lacked the ability to identify and capture revenue opportunities from a business-aligned perspective. The amount of data accrued by marketing programmes requires a comprehensive analytics platform to make sense of the data and turn it into useful insight. The relationship between marketing and IT seems to be an obvious and natural partnership. However, this newly found marriage is a must in order to utilise technology solutions for improved marketing agendas.