IT and marketing: 4 tips for getting along

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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.

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