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THE LEADERSHIP CHALLENGE
How will marketing leaders navigate the next wave of tech?
In a few short years, technology has transformed the marketing function. For organizations of every size and in every sector,
automation, digital communications, and powerful data analytics have placed incredible capabilities within reach.
In 2018, marketing data and technology, once so new and untested, have reached a level of maturity. The excitement of that
first wave of innovations has subsided, and marketing automation and data-driven decision making are now table stakes for
virtually any marketing department.
On the horizon, the next wave of innovation is gathering speed, and standing still is not an option. Predictive analytics, AI, and
data lakes are now part of the conversation, and marketers must once again gear up to make tough choices about where to
dedicate their energies.
The prospect is likely to arouse both apprehension and exhilaration. But marketers who are ready to step up and embrace
change will reap significant rewards as they lead not only their own department but the entire organization in becoming truly
customer-centric.
Are today 's marketing leaders prepared to tackle the challenge?
In partnership with Ascend2, DemandLab surveyed 96 marketing decision makers to explore their perspectives on
marketing data and technology, examine their top priorities, and uncover some of the transformative opportunities that may
be hiding in plain sight.
