Time to Reengineer Your Marketing Model
Many marketers who agonize over how to differentiate their products or services feel perfectly content to use the same marketing model year after year. Most of a CMO's energy is focused on optimizing marketing spend across well-established categories. Rarely are these allocations based on the ability to connect investments to interim metrics, and then to specific financial outcomes.
Marketers who think about straying from convention run into resistance from the established network of agencies and service providers that reinforce the existing marketing model. Most of these entities have a vested interest in sustaining the status quo, regardless of the outcome.
Despite the challenges, reengineering the marketing model should be a priority for any CMO. Read more inin CMO Magazine.
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