Their has always been a historically shaky relationship between IT and marketing, one that evolved is out of necessity. While the two have to be on the same page to engage with consumers who are now more connected than ever, as marketing technology makes new breakthroughs, marketers need to take ownership of the new tools that they will be using. For IT to make solid technology recommendations, they must understand what matters to marketers, like customer experience and responsive communication. Marketers that are set up to efficiently use new technology will have an advantage over those stuck on outdated approaches.
It's a new year. Time to embrace new things.
Happy New Year.