Close

We use cookies to help enhance your experience and improve the functionality of our website.
For more details and help to manage your cookie options read our Privacy & Cookies information.

Getting IT to work for marketing: Exploring collaboration between marketing and IT functions for the delivery of marketing innovation

Andrew Buckley, Journal of Direct, Data and Digital Marketing Practice Vol. 16, No. 4 ()
The success of marketing automation investments depends on information technology (IT) delivery possibilities being effectively linked to marketing business needs. Innovators, however, have run into problems with collaboration between marketing and IT, which has impacted the effectiveness of the delivery of these IT-enabled projects. Addressing these problems has provided the impetus for this study, which has made use of established frameworks. (23 pages)

Why do it with the IDM?

Marketers who choose the IDM as their training partner make a real difference to their business, their customers’ lives and their own career.

The IDM is leading the ‘do revolution’

What counts today more than ever is not what you think, or even what you say, but what you can do. IDM qualifications and short marketing courses are designed for marketers who want to do more, faster, better.

Over the last 25 years we’ve trained 70,000 delegates across 28 countries, from Microsoft to the BBC, John Lewis to Lego.

What will you do next in your digital, direct or data-driven career? Find out about IDM qualifications and training courses or IDM membership.

I would recommend this one day introduction as a great way to build or refresh knowledge. I found it extremely interesting, relevant and well delivered

Rachel Ramsden,
Skipton Building Society

Train Your Teams

Upskill your teams marketing capabilities with a tailored IDM training plan that suits your business

Enhance your career with the IDM

Your training partner in filling digital and direct marketing skills gaps, setting you apart as a doer

X
share on