One of the hottest organizational trends is restructuring marketing and IT to a single reporting relationship—signifying how technical the 21st century marketer’s job has become.

Even if this isn’t yet the case for your company, be proactive and schedule a recurring meeting with your IT leadership. Work together to forge a constructive relationship and clear understanding of what each team needs to do, in order to power your marketing infrastructure. Consider everything from the website and social media, to CRM and email marketing, to opportunities for deeper data analysis, security and automation.

Get the B2B Marketing Tip of the Week delivered right to your inbox! Subscribe today.