81% of marketers believe that IT teams will become increasingly involved in marketing efforts over the next five years.

With that role comes an expectation from both teams on accountability for marketing ROI: 96% of marketers and 89% of IT leaders said that IT teams should have more accountability for marketing ROI. 

This is according to a report by Lytics, a customer data platform (CDP), titled Marketing and IT: The Strategic Partnership, in which 250 senior...