Modern marketing: What it is, what it isn’t, and how to do it

10 March 2020. Delivering on this promise requires a whole new way of operating. Marketing Departments need to be rewired for speed, collaboration, and customer focus. It’s less about changing what marketing does and more about transforming how the work is done. Based on successful cases we’ve seen, we estimate that making this change can unlock 5 to 15 percent of additional growth and trim 10 to 30 percent of marketing costs.

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