Study: Aligning marketing with IT pays off in revenue, ROI

03/6/2013 | BtoB Magazine

Companies that align their marketing and IT departments perform better in areas such as marketing return-on-investment and revenue growth, according to an Aberdeen Group study. "This shows that partnering with peers in IT helps marketers better analyze customer information and launch campaigns that deliver quantifiable results by addressing changing customer needs," says Aberdeen Group Research Analyst Omer Minkara.

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