Sat.Jul 23, 2016

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Service Management: Lesson for Martech from IT Operations [UML]

Sword and the Script

As marketing technology (martech) rises in prominence and begins to mature within marketing operations, marketing leaders would do well to borrow some lessons from the IT operations. A decade or so ago, IT was frequently criticized for being too focused on functional silos. Technologists specializing in applications, databases and networks, for example, each had tools to manage performance within their particular specialty silo.