BtoB

Execs say IT is vital to success of marketing

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Cambridge, Mass.--A new report by Forrester Research examines what business leaders want from IT.

According to the report, 96% of marketing decision-makers agreed with the statement that IT is vital to the success of marketing. However, 36% of respondents said they don't think that their marketing technology investments consistently generate returns.

Also, 76% of respondents said they want new ways to turn customer data into actions that drive quantifiable business results.

And while 74% of marketing executives said there is generally a healthy relationship between the marketing and IT groups, more than half said IT has little understanding of how technology can support marketing.

The report was based on interviews with 381 North American marketing executives in b-to-b and b-to-c.

--Kate Maddox

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