It doesn’t rank with good versus evil or even dogs versus cats, but the relationship between marketing and IT has its own history of conflict. The dynamic is simple: Marketers feel neglected by corporate IT, so they hire outside vendors to run their systems. This makes it even more difficult for corporate IT to help marketers, who then rely on IT even less.

Such mutual isolation is untenable. As all parts of the customer experience are increasingly driven by technology, marketing systems must integrate more closely with the rest of the corporate infrastructure to be effective.

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