By seeing capabilities instead of skills, digital transformation becomes 10 or 20 capabilities we must acquire, instead of 200 skills.
The CMO Mandates
Digital media spend is likely one of the largest pieces of the budget. But is it being well spent? How can you tell?
Management by objective (MBO) is intended to be measurable and directly tied to organization goals. But in marketing, they’re not.
Who owns data quality management? The campaign calendar? Let’s create some guiding criteria for coming up with the best answers.
What are CMOs held accountable for? Say we invest 5% of revenue in marketing, what do the CEO and board of directors expect in return?
This is the first in a series of posts about the three greatest challenges facing marketing organizations in 2018.