Lately there isn´t a single conversation, presentation or conference (especially now that everyone is talking about digital transformation) where you don´t come across a sentence like this: It needs to stop being a cost center and start taking an active role in the business with a significant impact on the organizational´s results. And that´s the end of it; and, of course, of any objectives,...
Gartner was right again
Three years ago, Gartner predicted that by 2017 CMOs will spend more money on IT than CIOs. And so far it appears that his prediction is on track to come true. The reason is that, although the opposite may seem true, (successful) marketing is all about analyzing the largest possible number of data and variables, which allow you to shape behaviors, reactions, preferences and trends to develop the...
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