CMOs are looking for the best way to reach customers and increase ROI. To do that, they arm themselves with a multitude of marketing channels; many of which are growing and changing rapidly—particularly with the dawn of the digital age. At the heart of all these channels—with, as noted, digital media leading the pack—is direct marketing. Whether you call this approach "direct" or not, these are the principles that enable marketers to quantify ROI. So, how do CMOs decide, in this sea of marketing channels and direct marketing principles, what skill sets they need from their staff?