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Together, Marketing and IT Raise the Marketing Excellence Bar

Together, Marketing and IT Raise the Marketing Excellence Bar

The Best Marketing Strategy Requires Collaboration (part 2 of 3)

Originally published on http://blogs.informatica.com/2016/06/15/together-marketing-and-it-raise-the-marketing-excellence-bar/.

This blog is co-authored by Rishi Dave, Chief Marketing Officer, Dun & Bradstreet and Jim Davis, Chief Marketing Officer, Informatica.

In the first blog "The Best Marketing Strategy Includes A Data Strategy" from Jim Davis, CMO Informatica and Rishi Dave, CMO Dun & Bradstreet, readers walked away with a clear understanding about why data integration is critical to achieve trusted data about your customers and prospects for engaging marketing.

In the second part of this three-part series, Jim and Rishi discuss how collaboration brings teams and data together for high value data-driven decision-making.

2- Collaboration

(IT is) increasingly cloud-based, so it becomes less about maintaining infrastructure and more about bringing technology and marketing together to drive outcomes.
Rishi Dave, Chief Marketing Officer, Dun & Bradstreet

Bringing quality data to the marketing organization requires more than a toolset; it takes a cultural shift. Many companies are stuck in the old ways of doing things, where data and technology sit with the IT department. Historically, data integration, cleansing, and enhancement were handled by IT, whose role was viewed as a service organization.

With the advent of cloud computing and real-time data access, a shift is required. Today's CMOs should take a leading role in their organizations' data strategy, because their marketing success depends on it. The IT organization should be an equal partner in these efforts.

"What is IT today?" Rishi asked. "Even defining it has become difficult, because most modern companies put the marketing technology stack within marketing. This is because it's increasingly cloud-based, so it becomes less about maintaining infrastructure and more about bringing technology and marketing together to drive outcomes."

It's about bringing science to the operation. That can't happen without respect for data. And it can't happen without a partnership between the IT and marketing communities.
Jim Davis, Chief Marketing Officer, Informatica

Jim reinforced the need for collaboration. "It's not just about creative, and it's not just about placement of ads," he said. "It's about bringing science to the operation. That can't happen without respect for data. And it can't happen without a partnership between the IT and marketing communities."

When a common respect for the data takes center stage, marketing and IT can collaborate using best-practice tools and workflows. Dun & Bradstreet's B2B customer and prospect data is directly accessible inside Informatica's data management solutions to allow marketing and IT to do just that - collaborate.

Watch for Jim and Rishi's final blog focused on the critical need for an agile process as the third component marketers should understand and embrace when striving for a marketing strategy that is guided by high quality data insights.

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