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IT initiatives are often internally focused, while marketing initiatives are largely focused externally, creating some friction between the two groups. This animosity has escalated as many executives shift control of company Web sites and Internet technologies to marketing departments because IT departments are perceived to be too slow and bureaucratic.
While marketing departments have come to realize the value of IT for data warehouses, CRM systems, and Online Analytical Processing (OLAP), IT departments have yet to recognize the value of marketing. But use of a marketing approach will make the IT department's latest initiatives better received by the rest of the organization.