Produced by BrandConnect, a commercial division of The Economist
The marketer of the future must prepare now for a dramatically different world, one with far tighter budgets and seemingly limitless opportunities to spend those budgets. Marketers who believe they can succeed in this future by rejiggering channel spend or investing in a “silver bullet” marketing technology stack are flirting with extinction.
To ensure their continued relevancy, CMOs must undertake a dramatic transformation in both their own and their organizations’ capacity for financial and analytical rigor. In particular, they must rethink the way they approach marketing planning and spend management.
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