It has always been my opinion that in order to be successful, marketing cannot exist in a silo. Marketing needs to be well-integrated into almost every function of a business, because marketing is responsible for the brand, and the way customers experience the brand is through every interaction they might have with a company and its products.
Communication between marketing and IT is an important part of this. In the past, IT and marketing have been siloed, with communication only at the very top levels of management. Today, however, there must be open communication between marketing and IT on a regular basis.
