Does your IT roadmap include martech?

With the proliferation of advanced marketing technologies (martech 2.0) and the promise they hold to spur revenue growth by considerably improving customer experiences, IT departments must accept an expanded role and collaborate closely with their marketing teams.

The emergence of artificial intelligence, machine learning, automation and data science provides marketers with the advanced technologies they need to help the companies they represent reach their revenue goals. There’s only one problem: the marketing team can’t turn these technologies into actionable, measurable and profitable outcomes without partnering with IT.  

To do this well and with a holistic view of digital transformation, a blueprint should be developed that strives to identify and examine the biggest and best market opportunities, the most useful and cost-effective technologies for IT and marketing teams, and where significant gaps exist.

Read the full article on CIO.com.