MARKETING, MORE CONTROL TO IT

Summary from the TLDR Marketing newsletter

This article discusses a notable shift in the ownership of marketing technology responsibilities from the marketing department to IT. The shift is driven by the increasing complexity and diversity of martech stacks, with companies adopting a strategy of aggregation rather than consolidation to address these challenges. The change is expected to empower marketing operations by freeing up time to build better processes and tap into new data and services offered by aggregation platforms.