I believe it is important for IT & Marketing to align in endeavors. For example, with the massive influx of social media - marketing organizations are trying to quickly create an online presence. While the exposure is good, there is little thought given to how the data is being captured or being aligned within the core information systems.
A specific use case is around a major telecom provider that started Twitter to solve customer service problems. It turned out to be quick, cool, & effective. Yet, at the back-end they were not logging any of the issues, the folks working didn't look as busy, and management decided to reduce the amount of people involved. They ended up freezing their Twitter endeavor - with everyone taking a back seat.
Ideally, policies and processes need to be aligned. Also, with the amount of data being generated by social media systems - IT/IS needs to get involved to decide how best to store the data to leverage it.