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Does It Work?: 10 Principles for Delivering True Business Value in Digital Marketing by Jason Burby, Shane Atchison

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04FINDING UNICORNS

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INTRODUCTION

Talent. If you could pick the one thing that CMOs fret over, it’s not the landscape, budget, or even time—it’s those bright people they need to make it happen. But great digital talent differs substantially from the kinds of people formerly found in marketing departments or at traditional advertising agencies. They are not tyrants or prima donnas. They aren’t necessarily always geniuses—but they trust the process and know how to make things work.

Digital is a mindset as much as a skill set. The world has many people ...

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