Organizational Change

CDPs Solve Marketers’ Number One Issue With Existing Technology According to industry research, the most challenging barrier to marketing technology success is the need to integrate disparate systems. CDPs—and their prebuilt data connectors to hundreds of data systems—solve that need in a unique way. They render a single customer view including all historical interactions, along…

Business leaders today are under constant pressure to react quickly to the market and ever-changing customer needs. Success ultimately depends on their ability to build in agility at every step, from strategy to execution. What Is Agile? Think about Agile as a flexible approach to managing projects that uses frequent iterations to test and learn,…

Simply put, marketing’s relationship with data is, well, complicated. Too often data has played hard to get. Most of it is impossible to reach and even harder to understand. But that’s all changing because data is truly becoming the partner you have always wanted and needed. Here’s why. The Struggle Is Real A power struggle…

McKinsey’s Joao Dias, David Hamilton, and Christopher Paquette recently published an incredibly in-depth report about the technology and organizational strategies needed for a modern operating model. “How to Start Building Your Next-Generation Operating Model” is chock full of insights that illuminate why this is often a struggle for organizations—and why they have only seen marginal…

The “M” in CMO is much more than just marketing now. Factor in understanding data technology, analytics, and customer experiences, too. The role itself is changing rapidly and becoming much more critical to lead the digital transformation of a company and how it will win in the new digital economy. The recent Harvard Business Review…

Yes, there were good old days for a CMO. Days when they focused on the brand, creative, and the like. “If we have data, let’s look at data. If all we have are opinions, let’s go with mine.” – Jim Barksdale, former CEO of Netscape Communications Corporation. Of course, CMOs still do that today—along with…