Marketing has gone through a renaissance over
the past 10 years, but while much has changed,
there is likely much more change still to come.
Where therewas once onlya promise ofmarketing
acting as a driver of accountable growth, today
that promise has been realized. This promise
is partly due to capabilities such as dynamic,
one-to-one personalization, where each customer
has the right message at the right time and place;
or through better ways of running a marketing
organization, where teams and partners can
spend more time focused on strategic delivery
across the business versus executing on tactics.
The introduction of technology and data has
forever changed marketing, giving it a seat in
the boardroom.
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