See the key findings from recent Gartner research to assist you in benchmarking your business’ marketing and help you decide what direction your marketing should take in 2015.
Data That Supports True Sales and Marketing AlignmentMarried2Growth
Sales and marketing alignment is elusive but worth it. In our Nashville Analytics Summit presentation, we share the business metrics and initiatives that drove 30% decrease in CAC and 20% increase in LTV.
Sales And Marketing Alignment: The Good, The Bad, and The UglyAltify
Align Your Solutions to Customer Problems
Accelerate Sellers’ Credibility with their Buyers
Only 36% of salespeople can identify their customers’ problems and fewer can connect the problems to the business impact. Marketing & Sales aligning with the buyer is the first step. It’s the only way to connect your solutions to their problems. And only then can the salesperson add value to the conversation.
Everything you want to know about sales growth but are afraid to askMcKinseyandCompany
Four secrets of sales leaders determine how effective they will be: selling the way customers want to buy; digital sales; make building smart analytics the norm; and bring together an A-team. From 2016 Dreamforce presentation by McKinsey's Lareina Yee and Maria Valdivieso de Uster.
Data That Supports True Sales and Marketing AlignmentMarried2Growth
Sales and marketing alignment is elusive but worth it. In our Nashville Analytics Summit presentation, we share the business metrics and initiatives that drove 30% decrease in CAC and 20% increase in LTV.
Sales And Marketing Alignment: The Good, The Bad, and The UglyAltify
Align Your Solutions to Customer Problems
Accelerate Sellers’ Credibility with their Buyers
Only 36% of salespeople can identify their customers’ problems and fewer can connect the problems to the business impact. Marketing & Sales aligning with the buyer is the first step. It’s the only way to connect your solutions to their problems. And only then can the salesperson add value to the conversation.
Everything you want to know about sales growth but are afraid to askMcKinseyandCompany
Four secrets of sales leaders determine how effective they will be: selling the way customers want to buy; digital sales; make building smart analytics the norm; and bring together an A-team. From 2016 Dreamforce presentation by McKinsey's Lareina Yee and Maria Valdivieso de Uster.
Since digital channels upended marketing at the start of the millennium, CMOs have struggled with personalization. That challenge is setting the framework for the next evolution of marketing, according to a new Economist Intelligence Unit study.
CMOs drive business results, and so do CEOs who “get” marketing. The “2015 CMO Impact Study,” now in its second year, shows a relationship between better business outcomes and companies with stable, marketing-focused leadership. It also challenges the conventional wisdom that data-driven marketing leaders reign. Get the executive summary here: http://cmo.cm/1LLUfN9
Optimizing marketing spend - How offliners can act like onlinersDaniel Zörnig, LL.M.
Over 60% of marketing managers in retail allocate their marketing spend based on gut feeling and too little based on insights! With our innovative, big data driven approach, stationary retailers can now measure and steer their marketing's profit impact a lot more like onliners. Want to learn more?
In Q4 of 2013, we surveyed over 100 retail marketing executives across the United States on what technologies, data, and innovative ideas were most important to them. Not only that, we asked them what there current budgets and planned budgets were for all these strategies over the next 5 years. The results were surprising!
On Target 2014 is the Go-To Conference for B2B Sales & Marketing. How to increase win rate with new sales and marketing technologies ?
Christopher Engman, CEO Vendemore talks about how B2B can use account based advertising to increase cross-sales and accelerate pipeline.
Optimize Your Funnel with Account-Based MarketingMarketo
What's proven to improve ROI and successfully convert high-profile accounts? Account-Based Marketing! View these slides to learn how Web Account Targeting can optimize your funnel and help you go after the deals you want.
Technology for Marketers: Are you Engaging Effectively?Ruder Finn UK Ltd
Ruder Finn has been working in partnership with Brand Republic to conduct research among marketers into whether their involvement in technology buying decisions has and will increase, and what their views are on the existing marketing messages that they see emanating from technology providers. The resulting presentation, “Technology for Marketers: Are you Engaging Effectively?”, makes interesting reading for technology companies and marketers alike, particularly those looking to target decision makers in the marketing department.
Mastering a Student-First Approach to Marketing AutomationMarketo
Learn how The Ohio State University Fisher College of Business adopted Marketing Automation, in partnership with Marketo and Fathom to create a "student-first" communication strategy to engage with prospective students.
(GrahamDBrown) IBM Report Confirms: Customer Experience is #1Graham Brown
IBM Report Confirms: Customer Experience is #1
According to a new IBM Study released today, over 60% of CIOs seek to improve customer experience and change the way they engage with customers. More than 80% of CIOs surveyed are mining data for customer insights and shifting their focus to marketing, sales and customer service managers who work on finding, winning and retaining customers.
Since digital channels upended marketing at the start of the millennium, CMOs have struggled with personalization. That challenge is setting the framework for the next evolution of marketing, according to a new Economist Intelligence Unit study.
CMOs drive business results, and so do CEOs who “get” marketing. The “2015 CMO Impact Study,” now in its second year, shows a relationship between better business outcomes and companies with stable, marketing-focused leadership. It also challenges the conventional wisdom that data-driven marketing leaders reign. Get the executive summary here: http://cmo.cm/1LLUfN9
Optimizing marketing spend - How offliners can act like onlinersDaniel Zörnig, LL.M.
Over 60% of marketing managers in retail allocate their marketing spend based on gut feeling and too little based on insights! With our innovative, big data driven approach, stationary retailers can now measure and steer their marketing's profit impact a lot more like onliners. Want to learn more?
In Q4 of 2013, we surveyed over 100 retail marketing executives across the United States on what technologies, data, and innovative ideas were most important to them. Not only that, we asked them what there current budgets and planned budgets were for all these strategies over the next 5 years. The results were surprising!
On Target 2014 is the Go-To Conference for B2B Sales & Marketing. How to increase win rate with new sales and marketing technologies ?
Christopher Engman, CEO Vendemore talks about how B2B can use account based advertising to increase cross-sales and accelerate pipeline.
Optimize Your Funnel with Account-Based MarketingMarketo
What's proven to improve ROI and successfully convert high-profile accounts? Account-Based Marketing! View these slides to learn how Web Account Targeting can optimize your funnel and help you go after the deals you want.
Technology for Marketers: Are you Engaging Effectively?Ruder Finn UK Ltd
Ruder Finn has been working in partnership with Brand Republic to conduct research among marketers into whether their involvement in technology buying decisions has and will increase, and what their views are on the existing marketing messages that they see emanating from technology providers. The resulting presentation, “Technology for Marketers: Are you Engaging Effectively?”, makes interesting reading for technology companies and marketers alike, particularly those looking to target decision makers in the marketing department.
Mastering a Student-First Approach to Marketing AutomationMarketo
Learn how The Ohio State University Fisher College of Business adopted Marketing Automation, in partnership with Marketo and Fathom to create a "student-first" communication strategy to engage with prospective students.
(GrahamDBrown) IBM Report Confirms: Customer Experience is #1Graham Brown
IBM Report Confirms: Customer Experience is #1
According to a new IBM Study released today, over 60% of CIOs seek to improve customer experience and change the way they engage with customers. More than 80% of CIOs surveyed are mining data for customer insights and shifting their focus to marketing, sales and customer service managers who work on finding, winning and retaining customers.
Forrester: CPG Consumer Engagement in a Digital Worldaccenture
Accenture commissioned Forrester Consulting to evaluate the opportunity for CPG marketing leaders to market and sell directly to consumers.
For more information view us on www.accenture.com/ConsumerGoods
Informe de eMarketer sobre las tendencias en Marketing Technology para 2016. Da buenas pistas para entender por donde se mueve internet y que áreas son las relevantes para la industria de media.
To accompany the four P's of classical marketing, marketers would do well to instill the digital four Cs, around conversation, collaboration, culture and compensation.
Quick look at the top trends for the year
Green Hat B2B Marketing Outlook Report 2015 Green Hat
The 2015 B2B Marketing Outlook study has been conducted for the fifth consecutive year by Green Hat in conjunction with ADMA, the Association for Data-Driven Marketing and Advertising, Marketing Magazine and B2B Marketing UK.
This comprehensive report, based on the participation of 455 marketers, clearly demonstrates how the practice of B2B marketing continues to experience rapid change year on year, and in 2015, B2B is alight with opportunity and challenges.
IAB Netherlands report: Report on Digital Marketing Innovation IAB Europe
With this survey, IAB Netherlands charts the digital innovation agenda of leading marketers in the Netherlands. In cooperation with Deloitte Digital we had interviews with 22 top marketers about the state of digital marketing in their organizations and we spoke about their expectations for the coming 3 years.
The State of Inbound Marketing - HubSpot Report - January 2009Steven Duque
The State of Inbound Marketing offers readers three key findings:
#1 Inbound marketing channels deliver a dramatically lower cost-per-sales lead than outbound channels.
Respondents that spent more than 50% of their marketing budget on inbound marketing consistently reported a lower cost-per-sales lead than those that spent 50% or more on outbound marketing. In fact, inbound marketing-dominated organizations experience a 61% lower cost-per-lead than outbound marketing-dominated organizations.
Businesses are responding by allocating a greater portion of their budget to inbound marketing. Currently, 37% of business’ lead-generation budget is dedicated to inbound marketing, whereas 30% is dedicated to outbound marketing efforts. We expect this gap to widen significantly over time.
#2 Blogs lead other social media categories in terms of importance to business.
Blogs are frequently cited as the most useful type of social media marketing, with 75% of those familiar with their business’ blogging efforts saying they are ‘useful,’ ‘important,’ or ‘critical’ to their business. MySpace finished last in terms of importance of those that use the service for business purposes.
#3 Small businesses are most aggressively allocating lead generation budgets to blogging, social media and search engine optimization.
Realizing that inbound marketing techniques ‘level the playing field’ with the bigger budgets of larger competitors, small businesses are spending a 180% greater portion of their budgets on blogging/social media and 36% greater portion of their budgets on search engine optimization than businesses with 50 employees or more.
Can Digital Marketing Replace Traditional MarketingDigital Vidya
Can Digital Marketing Replace Traditional Marketing? - An Article authored by Digital Vidya's CEO Pradeep Chopra, published in Sep Issue of CFO Connect Magazine. If you are interested in exploiting the opportunity of Digital Marketing for personal and organizational growth, you will find this article useful.
The Value of Strategic Development in Digital Marketingjerianasmith
Advertising and marketing technology both continue to become a commoditized sector. Here at Single Origin, we understand this, which is why we focus on helping clients develop a comprehensive digital marketing strategy. This is where the real value is — in strategic development, consultation, and execution.
Advertising and marketing technology both continue to become a commoditized sector. Here at Single Origin, we understand this, which is why we focus on helping clients develop a comprehensive digital marketing strategy. This is where the real value is — in strategic development, consultation, and execution.
capgemini research on cmo responsibilities with changing times in 2021Social Samosa
The latest Capgemini research highlights the need for CMOs to transform their skills with the evolving times and reimagine the customer journey with real-time engagement for a data-driven marketing environment.
RETAIL TOUCHPOINTS BENCHMARK REPORT RETAILERS SHIF T STRATEGI.docxaudeleypearl
RETAIL TOUCHPOINTS BENCHMARK REPORT: RETAILERS SHIF T STRATEGIES TO CATCH UP WITH CHANGING SHOPPERS
1
2019 BENCHMARK REPORT:
CUSTOMER ACQUISITION
AND RETENTION
SURVEY REPORT
RETAILERS SHIFT
Strategies
TO CATCH UP WITH
CHANGING SHOPPERS
https://www.retailtouchpoints.com/
RETAIL TOUCHPOINTS BENCHMARK REPORT: RETAILERS SHIF T STRATEGIES TO CATCH UP WITH CHANGING SHOPPERS
2
Intro: Retailers Shift Strategies To Catch Up With Changing Shoppers ................................................................................................................................
Social And Email Lead Acquisition Strategies, But In-Store Interactions, Traditional Ads Still Play Roles.................................................................
Content, Events Claim Bigger Share Of Acquisition Budgets.....................................................................................................................................................
Only 28% Of Retailers Have A Mobile Acquisition Strategy In Place......................................................................................................................................
Retailers Still Rely On Discounts To Retain Customers, But In-Store Relationships Continue To Matter ..................................................................
Retailers Are More Efficient At Retaining Shoppers Despite Lower Marketing Spend.....................................................................................................
Low-Price Competitors, Marketplaces Present Top Shopper Retention Challenges ........................................................................................................
Subscription Still Has Room For Growth; 59% Of Shoppers Keep A Subscription For 6 Months Or More...............................................................
Measuring Customer Lifetime Value Is Still No Easy Task ...........................................................................................................................................................
Top Takeaways For Investing In Customer Acquisition And Retention ..................................................................................................................................
About Retail TouchPoints.........................................................................................................................................................................................................................
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Table of Contents
RETAIL TOUCHPOINTS BENCHMARK REPORT: RETAILERS SHIF T STRATEGIES TO CATCH UP WITH CHANGING SHOPPERS
Retailers are at an impasse today — they feel plenty of pressure to attract as many
new consumers as possible to generate more traffic and sales, but they also have an
equally important task — ensuring that these shoppers will return again and again
after their initial purchase. Merchants are discovering that ...
IEEE GlobalSpec recently conducted its annual Trends in Industrial Marketing survey. We asked
marketing and sales professionals in the industrial sector to address marketing trends, challenges,
and expenditures within the engineering, technical, manufacturing and industrial communities. This report analyzes and presents the results of the survey, and, offers recommendations to
industrial marketers to help them allocate their budgets, develop a sound marketing strategy,
and plan effective programs and campaigns.
In this report, marketing expert Rebecca Lieb explores why marketers need to focus on customer-centric marketing strategies that rely more on providing valuable content and less on media buys.
By synthesizing current research, industry trends, and the thoughts of 17 marketing influencers, the report gives you an informed perspective on how online marketing is changing—and what you should do to keep your audience engaged.
The world of marketing is undergoing a major shift. Explore six groundbreaking ROI-driven performance marketing strategies to excel as a business today.
Driving Marketing Efficiency In The Consumer Goods Business With Advanced Ana...Gina Shaw
"Information is the oil of the 21st century, and analytics is the combustion engine" – Gartner
A large percentage of marketing efforts in a consumer goods business has little to no impact on sales. One primary reason for low-yield marketing campaigns is the inability to leverage data. Success in the consumer goods industry largely depends on the speed and accuracy of decision-making.
This eBook will help you discover:
1. Challenges marketers face in in the consumer goods business
2. The current state of marketing analytics
3. The overview and importance of advanced analytics
4. Traditional analytics vs advanced analytics
5. Advanced analytics solutions use cases in the areas of
- Measuring marketing effectiveness
- Optimizing marketing and advertising spend
- Sales forecasting
- Product portfolio management
- Marketing mix modelling
6. Driving analytics adoption within your organization with AI
7. Case study: How a global CPG company reduced marketing spend by 5% with advanced analytics
8. How you can get started right away?
Deloitte and Tulip Retail unveiled Retail’s Omnichannel omnichallenge, a survey that looked at the plans, perceptions and challenges faced by Canadian retailers.
Similar to Budgeting for Marketing in 2015: Following the Buyers Lead (20)
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. See the key findings from recent
Gartner research to assist you in
benchmarking your business’ marketing
and help you decide what direction
your marketing should take in 2015.
3. 1Marketing budgets remain steady
Total Company Revenue
Marketing
Budgets
Other budgets
At 10.2% of
total company
revenue with
plans to
increase in
2015
4. 1The marketing budget is a combination
of outbound and inbound marketing.
68% of organisations have a separate
digital marketing budget which
averages on a quarter of the overall
marketing budget.
5. 2Marketing tech leading the way
79% of companies
assigned part of their
marketing budget to capital
expenditure primarily for
digital marketing
technology. It was the top
innovation technology that
companies invested in.
6. 3Customer experience, the #1 innovation
project for 2015
Highest marketing technology
investment in 2014 was
customer experience at 18% of
total marketing budget.
Followed by marketing
operations and analytics.
7. 4Content marketing becoming more
integral to digital marketing
Digital advertising was the
highest area spent on in the
digital marketing budget
followed by content marketing
at 12% and website
development at 12%.
8. 5Line between digital and traditional
marketing continues to blur
Establishing a more balanced and
integrated marketing mix than ever
before.
The buyer is moving toward a self-service
buying model leading to a reduction in
sales budgets.
9. 6
From cost to profit
a
63% of marketers
list digital
advertising as a
source of P&L
revenue.
10. 7Connecting with customers is key
a
43% of marketers say
connecting with customers is
their biggest challenge.
Followed by
serious competition at 36%
and revenue/profit growth at
33%.
11. 8
Mobile marketing will increase the most
a
2015 will see the
highest increase in
mobile marketing and
digital advertising
followed by social
marketing and
analytics.
12. 970% of businesses will fund their
digital marketing
• By limiting spend and shifting money from their sales
budget to digital marketing. As the buyer has changed
their purchase journey, digital marketing activities replace
some activities previously performed by sales.
• With marketing reinvestment, taking savings and efficiency
gains from digital marketing and reinvesting in more digital
marketing.
• By justifying incremental investments by increasing it out of
profits or otherwise unallocated funds or taking spending
from other functions or business units.
13. 1
0More money to spend
a
4 out of 5 marketers have their
own capital budget giving them
more power to spend on things
like tech and infrastructure to a
greater extent than they ever
have.