As the role of CMO has evolved from being a pure brand ambassador to a central growth driver of the business, modern CMOs have become intensely data-driven. We must demonstrate we can be predictable revenue drivers with highly optimized spend. In order to do this, we must architect our marketing technology around critical data flows and not just capabilities. We must create data-driven cultures by designing workflows around these data flows.
To effectively act on these imperatives, the martech industry had to rapidly advance to catch up with the needs of the sophisticated modern CMO. Innovation in predictive analytics is now being driven by the new marketing imperative to not only demonstrate business impact but to continuously optimize it.
RYZZ: It’s a new approach to MarTech for B2B Marketers.