Using your powers for good...
This is a great example of how IT can align with the "business" side to make an impact on the bottom line. And this brings me to another point: Marketing staff and the like need to start embracing the technology that may lie a little outside of their "traditional" job duties.
I recently had a marketing associate say to me, "I'm not technically inclined so I will need your help with (what turned out to be) running a Global webinar from our conferencing center platform. Outside of giving the user the logistics (dial-in info for different countries, passcodes, etc), using web-meeting type tools to communicate isn't just an IT task. But we get a lot of push back from many departments with this same story. "It's not part of my job because it involves technology."
It's very curious. To me, it's simple: These are the tools you need to get your job done, ignornance is not an excuse.