One thing most CMOs seem to agree on is that the availability of data and the ability to process it into information have dramatically shifted the role and effectiveness of marketing in an organization. This data-centric approach to marketing has had several very positive effects on the function, including:
- Increased accountability of marketing within an organization.
- Increased effectiveness of programs with better targeting and knowledge of outcomes.
- Better understanding of the contribution of marketing, resulting in more powerful CMOs.
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