REPORT

As companies emerge from the pandemic, marketing and MarTech lie at the heart of the recovery. To optimize MarTech investments, marketing needs to have a very effective relationship with IT that spans strategy, selection and management. Such a working relationship drives MarTech innovation, capability maturity and higher performance. 

Yet fewer than one out of four marketing organizations has a very effective relationship with IT.

This study, codeveloped with KPMG, covers critical aspects of the marketing-IT relationship, how they’re structured and governed, what types of MarTech capabilities and outcomes they effectuate, and how marketers can take this relationship to the next level.

The findings are based on a survey of over 200 marketing leaders across 12 industries, such as financial services, retail, healthcare, telecom, consumer products, technology and manufacturing. Additionally, we conducted in-depth interviews with executives at PayPal, Comcast, GE Healthcare, Salesforce (Tableau), Fidelity Investments, Autodesk, eBay and more.