Technology has become much more prevalent as marketing moves to primarily digital channels. As such, marketers are the ones deploying technology in their everyday tasks. However, most aren’t geared up to create the platforms that can support future innovation and can be built on seamlessly.
The best digital transformation projects will require significant input from marketing and close collaboration with IT and technology teams. This is because marketers - more than most - tend to take a full customer lifecycle view, across business touchpoints.