The unbelievable has happened….It is a post-Brexit, post-Trump world, and we are all living in it. These two major events have proved that not even the present day business prophets of the world can predict what the future holds. There is fierce competition, constantly evolving standards and regulations, unforseeable and variable sales periods, disruptive start-ups that are ready for anything because they have nothing to lose. And yet the one growing fixation that marketing still has is ROI.To the point that now “Justify ROI before you buy!”. As a senior B2B marketeer, I see this concerns and frustations on showing the best ROI. The only answer to this is move beyond ROI. This is Marketing 4.0. There are no loyal customers. There needs to be Plan A, Plan B and Plan C! Data and Insights are not enough, let us go back to the whiteboard.Start from the Vision..Wait! What was my organization’s vision??
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