Marketing's Influence in Retail IT Decisions Is Growing Sharply, According to New EKN Benchmark Study

Marketing's Influence in Retail IT Decisions Is Growing Sharply, According to 
New EKN Benchmark Study 
Study Focuses on the Level of Collaboration and Alignment Between
Marketing and IT Teams and the Evolving Role of Marketing
Professionals in IT Decision-Making 
AUSTIN, TX -- (Marketwired) -- 05/01/13 --   EKN today announced
results from its new benchmark study, "Navigating the Intersection
between Marketing and IT," which reveals significant growth in the
relationship between retailers' marketing and IT departments. The
study, underwritten by premier sponsor CrossView and supporting
sponsor Tata Consultancy Services, surveyed senior marketing and IT
executives from leading retailers in North America. Findings reveal a
stronger than expected bond between these two groups, as well as a
greater role for marketers in the technology vendor selection
Findings from the benchmark study, available here, include: 

--  Marketing's focus on the consumer is stronger than ever. Increasing
    customer loyalty and increasing customer engagement across channels
    are retail marketing teams' top goals in 2013, and their number one
    expectation from technology solutions is to deliver them deeper
    customer insight.
--  Investments and activity in marketing-related IT projects are on the
    rise. More than 60% of respondents indicated that the number of IT
    projects focused on marketing initiatives will increase in 2013
    compared to 2012.
--  IT solutions for retail marketing need improvement. The survey found
    that 61% of retailers think their technology solutions for marketing
    require improvement, of which 33% state they require a complete
    refresh and limit their marketing teams from achieving their true
--  Talk of crippling disconnects between marketing and IT teams are
    exaggerated. Periodic review meetings between retailers' marketing and
    IT functions are helping to improve communication. Respondents who
    report a "poor" alignment between these two teams state that lack of
    resources, communication and joint strategy are their biggest

"With a more direct line to the CEO's office and rapidly expanding
SaaS/Cloud based solution offerings, marketing executives have the
tial to disintermediate IT on technology decisions," says Gaurav
Pant, research director of EKN. "IT, however, can still play the
strategic role in technology decisions but must do so in a far more
collaborative environment than ever before." 
To learn more about how to participate in future EKN surveys or gain
access to the EKN portal, please contact Ana Weinand at 
About EKN
 EKN ( is a research and content
service that was built based on feedback and advice from retail
executives. Part of the Edgell Communications family, EKN is a
subscription-based portal that provides retailers with access to the
site's powerful decision-support and data analysis tools, allowing
them to leverage EKN's industry-leading database of original
research, user-generated vendor indexes and market trends. EKN also
lets members share insights and real-world experiences through
ongoing peer forums, both virtual and in person.  
Media Contacts:
Jeff Ketner
Ketner Group Inc. (for EKN)
Press spacebar to pause and continue. Press esc to stop.