Marketing relies on multiple resources across the enterprise to help manage their Marketing Technology stack.
Marketing Operations leads the way, but there are nearly as many marketers also partnering with their IT department. Even with so many SaaS-based Marketing Technology offerings that don‘t need IT to “manage” a 3rd party vendor’s infrastructure, IT can be supportive in providing access to data sources and security.
Outside agencies, at best, typically can only manage their own tactical efforts, and are often challenged to provide the larger picture view of the total enterprise marketing eco-system. This causes large gaps for holistic decision-making.
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