IT and marketing: 4 tips for getting along

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As corporate marketing campaigns become all-digital affairs, IT and marketing execs find themselves wrangling over territory. Here are 4 tips for sorting out who does what

More and more IT execs find themselves having to add "Play nice with the CMO" to their to-do lists these days. The reason? Technology is rapidly remaking marketing departments, to the point where previously siloed corporate marketing campaigns are morphing into enterprise digital media projects that encompass -- or are even run by -- IT.

This is especially true as social media increasingly becomes more important to companies' identities and dealings with customers.

But there remains a chasm: IT in general doesn't want to be bothered with branding and making things look pretty, and it doesn't welcome interference in its data center, either. By the same token, marketing isn't much interested in the details of how things work. It just wants things to work, even if they're not perfect.

How can two such very different mindsets meet in the middle to collaborate on projects that are ever more critical to the business -- and ever more tech-centric, as marketing goes fully digital, dynamic and data-driven?

We checked in with marketing and tech executives at companies in a range of disciplines to garner their advice on making the IT-marketing relationship productive. Read on for their four best practices, as well as my first-person account of what it's like to run both marketing and IT.

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