|Published:||October 10, 2012|
B2B customers are inundated every day with messages and information that come at them from every direction. The challenge for marketers is to find a way to reach customers in a thoughtful and balanced way, differentiating the brand while focusing on what really matters to the customer. This is the “storm” marketers find themselves in. The “art” of marketing is how marketers share their stories and the “science” is how they measure and track the outcomes their efforts.
In this Viewpoint, Colette LaForce, Senior Vice President & Chief Marketing Officer at AMD, offers her perspective on how marketing can and should be viewed as a strategic business partner inside their organization, capable of solving real-world business problems. Marketers can do this by telling a better story and measuring relentlessly—in essence, the effective marriage of art and science.
This ITSMA document is available at no charge (password required) to ITSMA member companies and for sale to nonmembers.
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