IT is taking on an increasingly strategic role as organisations evolve their technology stacks to support a wider range of content across the entire customer journey. IT has the opportunity to empower, not hinder, marketing teams in using new technologies that support a complex customer experience strategy.

The rapid growth in digital channels has marketing organisations scrambling to build and equip their digital teams with the latest marketing tools. Innovations in customer data platforms, headless content management systems and advanced analytics require new skills and adjustments to existing practices. Heavy IT development is giving way to savvy business teams using front-end design tools and native frameworks to create the experience at a faster pace.