The long-standing tug-of-war between marketing and IT for control over the MarTech stack has reached a pivotal moment. As businesses increasingly focus on creating hyper-personalised digital experiences, marketers have assumed a dominant role in shaping their technology ecosystems and now control 60% of MarTech purchasing decisions.
While this autonomy enables greater flexibility and speed of innovation, it introduces significant potential for security vulnerabilities – a risk often underestimated by marketing teams but of major concern to IT departments. As new technologies are adopted new risks emerge – for example, 69% of marketers already leverage AI in their operations, amplifying both the potential and risks associated with these tools. Yet over half (54%) of software buyers bypass IT vetting processes, with only 1% prioritising security compliance in their decision-making. The disconnect between marketing’s focus on agility and IT’s emphasis on security underscores the urgent need for a unified approach to safeguarding the MarTech stack.
If marketers want to retain their tools and customers’ trust, they must take the lead on website security.
Bridging the IT-Marketing Divide
The tension between marketing and IT stems largely from differing perceptions of website security risks – whilst 60% of marketing decision-makers believe their websites are secure, only 40% of IT professionals share this confidence. This disparity reflects IT’s heightened awareness of vulnerabilities, particularly those stemming from open-source CMS platforms and third-party plugins. In fact, 57% of organisations report security flaws in their Content Management System, with vulnerabilities rising to 79% among those using open-source solutions.
Beyond cyberattacks, organisations face threats from outdated software, neglected content, and siloed systems. Such vulnerabilities not only compromise data integrity but also erode customer trust—a critical asset in today’s digital economy. By prioritising website security, marketers can reassure IT teams and maintain the flexibility needed to drive innovation.
The Case for Marketing Control
While IT’s security concerns are valid, shifting full control of the MarTech stack to them would stifle marketing’s ability to deliver personalised experiences. Personalisation is a cornerstone of effective marketing, with McKinsey & Company research showing that organisations excelling can achieve 40% higher revenue growth than their peers. However, successful personalisation hinges on customer trust, which can only be established through robust website security.
Against a backdrop of stringent regulations, including GDPR and the UK’s proposed Cyber Security and Resilience Bill, customers are increasingly selective about where they share their data. A secure website protects their data and empowers marketers to implement more sophisticated personalisation strategies, driving both engagement and ROI – website security then becomes a catalyst for innovation.
PaaS vs SaaS: Choosing the Right Model for Website Security
Understanding the differences between Platform-as-a-Service (PaaS) and Software-as-a-Service (SaaS) models is central to building a secure and future-proof MarTech stack. SaaS solutions offer ease of use and rapid deployment, making them attractive to marketing teams. However, their multi-tenant architectures can pose challenges for organisations in regulated industries, where control over updates, compliance, and security boundaries is paramount.
In contrast, PaaS provides a customisable, single-tenant environment that grants organisations full control over their infrastructure. This is particularly critical in meeting regulatory requirements, as PaaS platforms enable greater oversight and tailored security measures. For marketers, the choice between PaaS and SaaS should be guided by their organisation’s specific needs, balancing agility with robust security and compliance.
Building a Secure CMS: Modern Solutions for Security Challenges
Selecting the right content management system (CMS) is central to ensuring website security. Modern CMS solutions offer features designed to address both IT and marketing priorities. These include leveraging cloud-native environments, automated security monitoring, and adherence to industry-standard certifications like ISO 27001. Centralised compliance management tools ensure consistency across all digital properties, while low-code/no-code interfaces enable marketing teams to innovate without compromising security.
Solutions of this kind also incorporate advanced security mechanisms such as de-coupled environments to mitigate risks, and robust auditing and approval capabilities that provide transparency and control over content changes. These platforms streamline operations by consolidating disparate systems, reducing administrative burdens, and enhancing user experience.
For organisations with complex digital needs, such approaches deliver a scalable and future-proofed infrastructure. By integrating AI-driven tools for tasks like image tagging, enterprise search, and multilingual content creation, they enhance both efficiency and accuracy. Importantly, these platforms allow businesses to meet regulatory requirements while enabling marketing teams to maintain their creative freedom.
If marketers are to retain control of the MarTech stack build customer trust, and unlock the full potential of personalisation they must embrace security as a fundamental pillar of their operations. In an era defined by rapid technological change and heightened regulatory scrutiny, the future of marketing lies in security-driven innovation.