Marketing initiatives are constantly changing in order to keep pace with competitors and respond to industry trends. In this environment, marketing teams must have the agility to quickly create, deliver and measure marketing programs and personalized customer experiences to ensure these initiatives succeed. However, many marketing organizations still rely too much on IT and development to be effective.

For example IT support is often necessary so marketing can get a better view of how effective a customer-facing program is performing. Next, development is relied upon to deliver web forms, database tables and other campaign requirements. The problem is that each group has different charters and marketing’s reliance on IT and development is impeding its digital marketing agility.