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.

SwissCognitiveThe 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.

Get to know your marketing peers

Historically, there has been little cause for IT and marketing teams to form a tight bond, but that now must change. A plan that incorporates both martech and the greater enterprise technology requirements should be adopted; one that holds IT more accountable as a P&L business while enabling marketers to more effectively implement and execute their programs.

To close the IT and marketing collaboration gap and gain momentum, it’s important for IT leaders to put greater emphasis on aligning their technology roadmaps with their marketing departments. This means that complementary strengths and skillsets should be leveraged to the mutual benefit of both functional pillars. In the process, IT will be in a much better position to meet the needs of the marketing group and other stakeholders.

Focus on tangible business outcomes

IT professionals should shift their focus away from the common and traditional approach of working with their business partners to specify requirements that they then execute on because it is too slow and – due largely to big data environments – where machine learning uncovers insights that can’t be surfaced simply by gathering requirements.

Instead, as martech becomes even more prevalent as a critical success factor, IT leaders should have their eyes squarely centered on tangible, move-the-needle business outcomes. For instance, if the objective is to reduce customer churn the IT/Marketing partnership should focus on gleaning relevant correlations surfaced by massive data sets, what levers are available to execute on data-driven insights, and the best methods to operationalize the results to achieve time-to-market goals. […]

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