CHAPTER 3

Start with the Vision

To prove the value of their role and justify investment, CMOs must tie their marketing plans closer to business results, and engage technology and sales peers to create a consolidated vision of how to succeed with customers.

—FORRESTER RESEARCH AND HEIDRICK & STRUGGLES, “THE EVOLVED CMO,” 2012

NOW YOU KNOW WHAT MARKETING ANALYTICS dashboards can do for you, and how they are an improvement over currently used tools. Are you eager to start a dashboard to serve urgent operational needs? Be careful to first establish its strategic purpose. Operations should be aligned with a company's formulated strategy and vision. Everything starts with the vision—it's the foundation for a strategy that translates into day-to-day ...

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