DMA: Data and Marketing Association
Consumer Help

Two Teams are Better than One: Bringing I.T. and Marketing Together for Cross-Channel Success


No matter what technology businesses utilize for email and cross-channel marketing programs, Marketing needs to understand that I.T. is going to be (and has to be) involved. Marketers need I.T. for the initial integration, for any maintenance or new data that needs to be exposed, troubleshooting, setting up automations, etc. In some cases, depending on the solutions being utilized, especially for triggered messages, I.T. owns the templates and sending mechanisms themselves. They also need to be aware of traffic and capacity.

In many organizations, I.T. and Marketing have a contentious relationship. Many marketing teams try to find ways to avoid I.T. as much as possible. But in today's always-on world, enterprise organizations need these two teams to work together and align priorities to ensure cross-channel success.

In this webinar, we'll discuss:

  • The common causes of friction between Marketing and I.T. when it comes to email marketing
  • Why Marketing needs I.T. - now, more than ever
  • Ideas for alignment



Will Devlin

Sr. Director, Marketing

A 15-year veteran of the email marketing industry, Will has built and led the marketing organization at MessageGears since 2014. Prior to joining the Atlanta-based enterprise ESP, he led marketing and strategic services at ShopVisible, an eCommerce software provider acquired by Epicor, and previously spent nearly a decade managing eCommerce and customer service for Gander Mountain and Overton’s, an Internet Retailer Top 250 company.

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