Creating an internal steering and coordination group doesn't mean all the technology should be centralized, just coordinated, says Gartner's McLellan. She expects IT to focus on the infrastructure and back end, using a mix of internal systems and external technology providers. She expects marketing to handle the digital marketing and analysis, again using a combination of internal and external resources.
Without such coordination, companies will end up with a bunch of marketing technology silos that won't integrate well with the rest of the company -- and that will lead to a disconnect between what marketing does with and for the customer and what the rest of company does with and for the customer, creating devastating chasms in the customer experience.
Sign up for Computerworld eNewsletters.