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Driving the next level of brand affinity and customer loyalty calls for anticipating and responding to market dynamics, shifts in consumer behavior and preferences and changes in regulation. Practically, this involves adopting a data and analytics led, “machine-first” approach to digitally transform and automate to the fullest extent many currently manual activities. To succeed, teams need to be reorganized towards Agile Marketing, through the right mix of in-house talent, and external service providers like agencies and IT services companies, so marketing leaders can focus on:

Financial planning: Justify spends with measurable results

Technology planning: Harness digital marketing infrastructure, automation, and technology strategy

Organizational planning: Tap into the right mix of in-house and external talent

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