Marketing has experienced a fundamental shift recently. Techniques and thinking that worked for 50 years have grown stale, with the lone surviving tenet: the customer is always right. Business success is now directly related to how closely we listen to the customer.

Marketing organizations are undergoing digital transformation and incorporating more scientific, technical and data-driven strategies. Marketing professionals are tasked with quantifying, executing, measuring and expanding a growth strategy based on customer-centric approaches and data-driven decisions. A CMO or VP of marketing is no longer looking for a shotgun model—spending money to broadcast a message, converting a fraction of the impressions, then re-investing profits into further broadcasting. The new model involves technological innovation combined with targeted spending and executed to maximize precision and drive growth.