At this point, IT should be able to automate much of the management side too. By providing guidance on processes and collaboration as well as taking on the management responsibility around security, IT can help marketing be more productive. Use of SSO and identity management tools can help here, particularly as more applications move over to being hosted in the cloud.
Looking further into the future, the shift of applications and services over to the cloud will not stop. Marketing is a strong outlier as the teams here tend to take up new technologies and applications quickly; other functions within the business will also start their journey over to cloud apps too, if they have not done so already. Being able to keep pace with this move and help users across the business to keep secure should be a long-term goal for security professionals.
As a department, marketing wants to use the best tools open to them in order to carry out innovative campaigns and drive business. For IT, looking at standards and cloud identity management tools together can help marketing achieve its goals.
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