The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • February 11, 2013

Who is Marketing's Other BFF? [CHART]

All Modern Marketers understand the importance of Sales and Marketing alignment. The term “Marketing and Sales BFF (Best Friends Forever)” comes up a lot. It's even a Markies award category. There is, however, another team Marketers need to be “BFF” with and that is IT. A great deal of IT's responsibility relates to security, and Eloqua's platform offers a wide range of security capabilities to meet the requirements of IT departments.

In this chart, we took a look at the use of some common Eloqua security features. A few examples include custom security groups or account lockout policies. As the number of marketers using the system grows, so does the number of security features being used. That makes sense as the larger an organization, the more involvement IT usually has. But with the advent of SaaS, IT involvement in projects is definitely not isolated to large enterprises. Marketing teams and companies of all sizes need to be aligned with IT. Doing so will allow you to come to a fair middle ground that maximizes marketing efficiency and meets the security and IT requirements of your organization.



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