CMOs are under more pressure than ever before to ‘get it right.’ On one hand, CMOs are under the pump to invest in the right people, resources, and technology to drive Digital Transformation. On the other hand, the pressure is on to keep BAU ticking over and meet both ROI targets and rapid shifts in customer expectations. But in the big scheme of things, there’s no ‘utopian way’ any marketer is really achieving all this, and everyone seems to be looking at each other for the secret sauce.
In the age of GDPR, tighter regulation, Cambridge Analytica scandals, and the ‘crumbling cookie,’ throwing money at the MarTech stack, then ‘worrying about data privacy later,’ simply isn’t going to work. There’s no point in jumping on the MarTech bandwagon, without first getting your ‘data ducks in a row.’ And yet we see this mistake being made by marketers time and time again.