Marketing leaders must take a step back to overcome their struggle with the new normal, reconceiving both how marketing operates and how it engages customers. They must establish the context that will allow the flexibility to adapt to changes in customer behavior and technology (“freedom within a framework”) to avoid disruption and creation of new silos as capabilities emerge.
After reading this eBook, you’ll understand why marketers have been slow to address the challenges—and the opportunities—of today’s rapidly changing digital environment. And you’ll gain insight on how a marketing operating model, organizational design and agile processes can help you navigate transformational improvements in the way your organization does business.
