Marketing technology and operations have become a pillar capability of the modern marketing organization. Leaders of this function sit between two layers of marketing: high-level marketing strategy and vision above, and on-the-ground marketing and customer experience delivery below. Sandwiched between these two layers is an opportunity to shape marketing’s capabilities and culture to your competitive advantage in the customer experience economy. Here is a framework that captures the essence of this role, explains the forces it must manage, and offers some guidance in how to manage them. Read more

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