Reskilling Marketing to Drive Business Results

  • Author(s) Julie Schwartz
  • Published August 31, 2017
  • 8 Pages
  • Category Strategy & Planning, Marketing Operations
  • Type Member Research
  • 8 Pages
  • .PDF Format

Today’s marketers no longer have the luxury of time. Everything happens in the moment. To succeed in the new insight-led, account-based reality, marketers need to rely on data to prioritize marketing investments, reskill internally and externally, and make bold bets on the things that matter.

This ITSMA Viewpoint provides an interview with Brian Harvey, President, HarVeritas Consulting LLC and former Managing Director, Accenture, on the crossroads that marketing leaders are facing today. The rise of big data and technology for marketing has created enormous opportunities for organizations that can seize the moment, but the risks of not moving fast enough are just as great.

The biggest challenge for CMOs, according to Harvey, is rethinking and reskilling the whole organization inside and out. This includes new approaches to hiring and training as well as rethinking the whole ecosystem of outside agencies.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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