-- Marketing and technology roles are changing: Both marketers and IT leaders report seeing their roles evolve due to a greater emphasis on social business activities. Both groups indicate they now have the ability to collaborate more effectively. They also recognize the need to acquire new skills and hire new skillsets to meet the needs of today’s evolving digital, mobile and social landscape.
-- Marketers lead the collaboration charge: Marketing respondents were more likely to report a higher level of collaboration than their IT/technology counterparts.
-- Current collaboration leaves room for growth: Only 36 percent of marketing respondents and 26 percent of IT/technology respondents report collaborating with each other “frequently” on projects. Slightly more than half of marketing and IT/technology respondents classify their collaboration as “adequate.” Sixteen percent of IT/technology respondents reported that collaboration with marketing is “non-existent.”
-- Despite challenges, collaboration is better than before: Very few respondents reported collaborating less than they did a year ago. Moreover, 41 percent of marketing and 38 percent of IT/technology leaders indicate improved collaboration from last year.
-- Collaboration delivers business value: More than two thirds of both marketing and technology leaders stated that they are “more effective” professionally due to increased collaboration. Reported benefits included stronger and more compelling marketing messages, faster speed-to-market, greater product adoption, project cost reductions, and fewer defects in product and services.
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