This video features a panel discussing effective collaboration between marketing and IT departments from Total Retail Tech 2022 in Nashville. Speakers include Karen Beebe, Chief Technology Officer, Bealls, Inc.; Jann Parish, Chief Marketing Officer, francesca's; Kristen Gasior, Chief Transformation Officer, Balsam Brands; and moderator Sucharita Kodali, Vice President, Principal Analyst, Forrester.

Retail marketing has virtually exploded in the last decade, and as a result so has the need for more communication between marketing and IT teams. The problem is, both groups have different needs: IT is usually looking for stability, standardization, and minimizing costs and risks, while marketing is trying to enhance the customer experience and reacting to a constant demand for more prospects and more customers. and the software that’s the cheapest or easiest may not be the most effective. It’s easy to see how marketing and IT are focused on different objectives from the start. So how do you ensure that everyone on the team is on the same page? In this session, marketing and IT leaders will share tips and best practices they’ve learned around how retail marketing and IT teams can collaborate successfully.