Digital transformation is critical for companies to remain competitive. Close cooperation between marketing and IT is essential for this. This paper explores the collaboration between marketing and IT in SMEs to support their marketing technology. To date, there is little evidence of any specific collaboration, so we conducted a qualitative study based on interviews with experts. Structured content and the involvement of a business analyst foster common understanding, while clear target definitions, resource management, customer-oriented coordination, and continuous improvement are crucial for successful cooperation. Our findings show that clear goal definitions, common language, and a business analyst are essential success factors. Similarly, role definition, reflection, conflict resolution, and adapted collaboration are also relevant. Effective cooperation enables the optimal use of MarTech tools and the digital optimization of technology, data analytics, and marketing strategies. In turn, successful collaboration paves the way for the effective implementation of MarTech solutions.