Seizing the Digital Experience Opportunity: why the Marketing–IT partnership is crucial

White paper

Customer experience is now a core competitive differentiator but delivering it requires tight alignment between marketing and IT. 

This guide (London Research × Jahia) breaks down how to align data, organization, process, and technology to move faster with less risk.

Build a shared vision (not two competing roadmaps)

CX can’t be “owned” by one team. This guide shows how to reduce friction, improve decision-making, and create collaboration that works at every level not just between CMO and CTO.

  • Establish shared priorities and decision rules
  • Clarify ownership, responsibilities, and expectations
  • Prevent “shadow martech” and constant back-and-forth requests

Start with customer data (the common ground)

Data is the connective tissue across the stack—and the easiest place to begin working together. The guide explains how to make customer data usable across teams while strengthening privacy and security.

  • Enable access to customer data across people and systems
  • Support customer-centric work at scale (and in real time)
  • Reduce risk as privacy requirements tighten

Choose technology that balances agility and control

Marketing needs speed and autonomy. IT needs security, stability, and interoperability. This guide outlines what to look for in a digital experience platform approach and why integration-friendly stacks win long term.

  • Marketing: flexibility, agility, simplicity
  • IT: interoperability, security, stability, roadmap fit
  • Use APIs to support best-of-breed without chaos

Download the ressource

seizing the digital experience opportunity