By nickjohnson - March 12th, 2014
As part of the build up to the second annual Incite Summit:East, we asked senior marketing/communications executives about their priorities for 2014-15.
The first summit was a unique event in that we brought together both the marketing and communications community. This decision was based on the fact that both communities expressed a need to work better together - both to deliver a seamless experience to the customer, and to ensure internal data on customers/communities was shared appropriately.
From our initial 2014 research, this issue has only grown in importance:
A huge 98% of marketers now say it's increasingly important to work well with other departments.
We also asked who it was important to collaborate with. The results were very interesting:
As you can see, the top group is Communications again - with 93% of respondents declaring it was critical, or important, to work well with the group over the coming year. Following on was IT, with 57% - indicating the increasing need for companies to leverage big, and social, data to build a more comprehensive picture of their customer base.
Disconcertingly, 63% of our respondents said it was unimportant to work better with legal teams - belying a somewhat blasé attitude to increasingly pressing concerns around data governance and privacy.
We'd love to know your thoughts on these findings - let us know in the comments! You can also contribute to the ongoing survey here.