Marketing Needs To Work With Security
Destination CRM, Tuesday, October 10,2023
A whopping 78 percent of B2C marketing leaders said they don't know anyone on their companies' security, risk, and compliance teams, and only 17 percent of decision makers in enterprise risk management said that marketing has supported their efforts in the past 12 months, according to new data from Forrester Research.
At the same time, roughly three-quarters of B2C marketing leaders believe their companies' security, risk, and compliance teams hinder their marketing efforts.
Apart from vendor assessments or urgent responses to inappropriately sharing consumer data with third parties, marketing and security/risk teams tend to operate in isolation.
And so while the relationship between these two departments is often nonexistent, that lack of collaboration can expose companies to multiple problems, including an increased risk of reputation-damaging data breaches, the firm said in a new report.