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Richard: The ideal modern marketer is a kind of blend of artist and
scientist. And I think the artist side we've been pretty comfortable with
that as marketers. We kind of went into marketing because we didn't like
mathematics. Turns out, the ideal marketer is a blend of both.
Perhaps another aspect of how CMOs need to evolve their role is connecting
their impact to revenue more clearly for all to see the impact that
marketing does have on the bottom line in organizations. And marketing
automation's ability to build a picture about someone's journey throughout
the buying journey and ultimately the conclusion of buying and hopefully
repeat purchases.
Alan: Right.
Richard: We can tie that together and tie it with CRM systems to understand
the impact and the bottom line that marketing has.
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