The word agile is the talk of the town, but it requires intricate collaboration between any company’s marketing and IT teams. Historically, tech teams were in charge of mapping the tools, systems and the resulting data for marketers. Now it is a more collaborative process. Also IT would use generic tools to help marketing, in order to reduce prices by lumping as many functions as possible with available software. But these were observed to be of limited use to marketers so marketing specific tools are now being used. The field of data science is getting increasingly integrated into marketing as business analytics now plays a very important role in marketing decision making. Even data tasks are getting so agile, that marketers are able to crunch them without having in-depth knowledge of such analytics. Salesforce is one of the pioneering organizations which took away CRM from IT, and handed it over to marketing, almost starting the gold rush of technical professionals to the field of marketing.

Source:http://www.forbes.com/sites/kimberlywhitler/2016/12/18/making-agile-innovation-work-for-both-marketing-and-it/#374a8fb065a0