New Study by Kellogg School of Management and Sapient Reveals How Marketing and IT

Company News

New Delhi, April 30

A new study by Northwestern University’s Kellogg School of Management and Sapient (NASDAQ: SAPE) titled, “The New Marketing – IT Power Partnership,” explains why it’s more important than ever for company growth that marketing and IT partner in their strategies. The report offers opportunities, best practices and common obstacles based on in-depth interviews with senior executives from Nissan, Celebrity Cruises, Hyundai Motor America and Vodafone.

According to the study, strong marketing-IT collaboration is required far beyond building Web sites and deploying interactive advertising — top companies use technology to ensure exceptional customer experiences across interaction points. The paper adds that tight alignment between marketing and IT strategies is required to speed innovation and measure value. However, most companies lag in this area.

“Kellogg School of Management research shows that 70 percent of organizations do not use advanced technological tools to guide their marketing campaigns,” said Mark Jeffery, associate professor of technology at the Kellogg School and co-author of the study. “The most innovative companies have not only leveraged such tools, but have an ingrained commitment to collaboration between marketing and IT.”

“Executives today recognize that marketing runs on technology, but many are frustrated with differences in priorities and measures of success across marketing and IT,” explained David Bond, director of business and IT strategy for Sapient, and co-author of the study. “We found that when these functions within organizations have a common understanding of value, rapid innovation happens.

New products and campaigns will evolve faster, customer experiences will complement the brand and relevant analytics will be available for planning and measurement.”

For further information, contact:

Ruby Sinha

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