I just returned from an interesting show that was attended by SVP's and CMO's of major brands. I was struck by how far removed they are from the day to day decisions that are being made around the technologies their company's are buying. Why? Because those purchases are influencing the revenue streams they are responsible for driving.
A poor decision downstream based on top line user-buyer reasons like functionality and user interfaces can have a huge negative impact on a tools ability to up-stream as channels converge. Purchases of marketing technologies should consider the organizations needs in the next 24 to 36 months.
A poor decision downstream based on top line user-buyer reasons like functionality and user interfaces can have a huge negative impact on a tools ability to up-stream as channels converge. Purchases of marketing technologies should consider the organizations needs in the next 24 to 36 months.
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