In Part 1 of this two part article on Marketing and IT alignment, How IT Can Break Down Barriers to Digital Agility, we discussed how marketing perceives its biggest barrier to digital agility being IT Infrastructure. In Part two we address how IT can better support the data needs of the marketing team to build the solutions they require to drive the business. And, how IT can get involved earlier in the solutions requirement process to build better collaboration.
Marketing has become increasingly dependent on technology and digital business transformation initiatives are prevalent in organizations, making the need for better marketing and IT alignment even more important to business success. In fact, a recent survey by Gartner states that the average marketing expense budget is now equivalent to 12% of company revenue and 27% of that is allocated to marketing tech. This 27% means that 3.2% of company revenue is now set aside for marketing technology. Compare this to 3.4% of revenue for the CIO’s tech budget.