Mar Tech can help you achieve better results and efficiencies—or it can sit unused while your team keeps doing things the way they always have. Whether the investment in a piece of marketing technology pays off has a lot to do with getting the onboarding process right, and doing that well depends on working with IT.

Why Marketing Collaboration with IT is Important

Unfortunately, according to P. Tracy Currie, CEO of the management consulting firm Capto, in most organizations “marketing…is not a good consumer of IT services.“

Find out how Marketing can be better IT consumers - read the full article here.

5G May Still Be a Few Years Away, But Now is the Time to Start Preparations

The time is now for telecommunications, media and entertainment (TME) companies to start preparing for new 5G-enabled business opportunities and competitive threats that will arrive with the new, speedier wireless technology.

Read the full RCR Wireless story from Capto’s Tracy Currie.

According to Forrester Research’s customer experience index, even improving patient experience by one or two points can have an enormous impact on patient satisfaction and a health care organization’s bottom line. It’s the proverbial win-win. However, the same report indicates that not one company across any industry is earning marks of excellence for customer experience—not even Disney, the customer-first, customer experience poster child.

Health care organizations have been, and continue to be, invested heavily in patient experience to improve outcomes and lower costs. The potential to realize these improvements depends on the quantity, quality, and diversity of data available. The post-EMR implementation landscape and health app explosion are cranking out more data than clinicians or marketers can disseminate. Interoperability is a key and complex problem health care faces, but there are means of getting answers to patient experience questions quickly without wading through siloes of data and internal bureaucracy. The key is to get to actionable insights regardless of whether your data is your own or combined with third party data from public sources or private partners.

Read the full article

Marketing has always been a front-facing department, moving at breakneck speed to plan and implement new solutions. IT has traditionally worked behind the scenes, taking a more methodical enterprise approach.

So it’s no wonder that over the years there has been little collaboration between the two groups. But with digital transformation and adoption of so many emerging technologies and tools, it’s time for the two groups to form a tighter union that empowers a new paradigm for co-ownership of objectives, such as customer experience and revenue-generation programs.

Read the rest of the article on CMO.com

While more and more CMOs we talk to are actively engaged in partnering with CIOs on projects ranging from enterprise digitization and martech adoption to customer experience and revenue-generation programs, many are frustrated with the results. 

Marketers certainly see the value in collaborating closely with IT leaders and their staff to meet department goals and objectives that can be positively impacted with enterprise data and predictive analytics techniques. In the process, they also understand that an IT team that understands marketing’s obstacles and challenges affords them an opportunity to become more active business partners. 

Based on recent client experiences, however, each side has a different perspective on why projects stall or fail, and what it takes to form a mutually beneficial relationship.

Read on: Reasons CMOs cite for failed partnerships and projects