Motorola Solutions combined its IT and marketing departments after realizing the departments were often working on the same projects. Eduardo Conrado, BMA chairman and Motorola Solutions' senior vice president of marketing and IT, said at the Marketing + Technology Summit that as many as half of companies should have their IT departments working on business initiatives, not just on operational tasks. "We believe in some companies the overlap will cause conflict and confusion, but, if done right, it can create competitive advantages," Nationwide Chief Marketing Officer Matthew Jauchius added.

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