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Study finds better relations with IT can boost marketing department efforts

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Atlanta--A study by Aelera Corp. found that optimizing relationships between marketing and IT departments in organizations can increase the success of marketing programs by an average of 15%.

Only 61% of the respondents to Aelera’s "2003 Marketing and IT Executive Survey" said they found marketing initiatives were successful. Aelera interviewed 146 marketing and IT professionals for the report.

In other findings: 60% agreed that marketing and IT are strategically aligned and viewed as collaborators at the executive level; 68% agreed that marketing departments drive marketing IT investments; and 90% said IT could contribute a great deal toward helping marketing achieve the company's marketing goals.

About two-thirds of marketers said marketing does a good job of explaining the business requirements behind its requests for IT, while only one-third of IT respondents agreed with that assessment.

--Kate Maddox

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