Bridging the Gap Between Marketing and IT

In the HBR.
The digital marketplace has created a business imperative that every company be — in some way — a technology company. This means that IT departments are being pulled out of their traditional “gate keeper” role of protecting the core technology infrastructure to collaborate across the enterprise to drive business outcomes.

While almost all business units, such as HR and sales, have started working more closely with IT, we have become especially interested in the marketing-IT relationship because we’ve seen firsthand just how much of marketing is increasingly powered by technology. Even the aspects of marketing that aren’t traditionally thought of as being tech-driven, such as event marketing and mail campaigns, now are. ...  "