The very definition of marketing is in the midst of a meaningful change, because of rapid shifts in consumer behavior. Forces like the direct-to-consumer business model are taking the need for personalization to a new level. Netflix, Uber, Dollar Shave Club, and their ilk, have materially changed customer expectations around the ways they interact and engage with brands.
CMOs find themselves adjusting to these forces, while at the same time adjusting to increased privacy concerns, as General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA) spark further regulation. The CMO is in the driver’s seat of a major pivot in the marketing approach that must be carried out across the entire organization.
Join the authors behind Merkle’s 2020 Marketing Imperatives as they dive into today’s most pressing challenges and opportunities for marketing leaders.
Imperative Three: Enable Agility Through Strategic Sourcing
To effectively compete against digitally native brands, most marketing organizations need to rethink their operations. Ultimately, the optimal team structure will be one that’s unique to a firm. The few who invest in the effort to optimize their marketing organization will also be building an advantage that will be difficult to replicate. Join Marketing Imperatives author, Margie Chiu, as she guides attendees through processes to determine their unique optimal resourcing mix between in-house, external teams, offshore, and everything in-between.
Senior Vice President, Business Strategy