The Rise of Marketing as a Technology Decision Maker

Marketing teams are playing a larger role in selecting technology vendors for marketing solutions. Depending on how the CIO looks at it, this is either a warning sign, or an opportunity to elevate IT’s strategic value by partnering with marketing on key consumer facing initiatives. In this Point of View, we will illustrate how well Marketing and IT teams are aligned in terms of agenda setting, technology direction, vendor selection and skills and resources. Download Full...

Navigating the Intersection Between Marketing and IT

EKN’s State of the Industry Research “Navigating the Intersection Between Marketing and IT” benchmarks the alignment between retailers’ marketing and IT teams, identifies specific challenges facing both teams and makes specific recommendations for retailers to make improvements in those areas. EKN’s survey is based upon primary research responses from 60 retail IT and marketing executives, in-person qualitative interviews with senior industry leaders, and structured input from technology solution providers to the retail industry, augmented with EKN’s secondary research from public sources. Download Full...