Marketing's Influence in Retail IT Decisions Is Growing Sharply, According to New EKN Benchmark Study
Study Focuses on the Level of Collaboration and Alignment Between Marketing and IT Teams and the Evolving Role of Marketing Professionals in IT Decision-Making
AUSTIN, TX -- (Marketwired) -- 05/01/13 -- EKN today announced results from its new benchmark study, "Navigating the Intersection between Marketing and IT," which reveals significant growth in the relationship between retailers' marketing and IT departments. The study, underwritten by premier sponsor CrossView and supporting sponsor Tata Consultancy Services, surveyed senior marketing and IT executives from leading retailers in North America. Findings reveal a stronger than expected bond between these two groups, as well as a greater role for marketers in the technology vendor selection process.
Findings from the benchmark study, available here, include:
"With a more direct line to the CEO's office and rapidly expanding SaaS/Cloud based solution offerings, marketing executives have the potential to disintermediate IT on technology decisions," says Gaurav Pant, research director of EKN. "IT, however, can still play the strategic role in technology decisions but must do so in a far more collaborative environment than ever before."
To learn more about how to participate in future EKN surveys or gain access to the EKN portal, please contact Ana Weinand at email@example.com.
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