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Why IT Should Care About Data and Content Equally
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How is IT's role evolving vis-à-vis the customer experience technology stack?
We see IT taking on an increasingly strategic role as organizations evolve their technology stacks to support the end-to-end customer life cycle and move to true omni-channel experience delivery.
The rapid growth of mobile, social, and other online channels over the past several years has sent marketing organizations scrambling to build and equip their digital teams, and we've seen a veritable explosion in digital marketing tools, not to mention innovations in customer data platforms, content management systems, and advanced analytics.
In some organizations, IT has played a supporting role in technology selection and implementation. In other organizations — particularly those where marketing has its own technology budget— marketing has acquired software-as-a-service (SaaS) solutions and turned to vendors or digital agencies for implementation, often leaving IT out of the loop.
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