CHAPTER 4
Assemble Your Team
Today's marketers must possess a hybrid of traditional marketing skills and quantitative skills—mixing both art and science. But it's not enough to have both on the team; you have to have some of each in everyone (like having a major and minor in college). We've started living this at SAP. To let the science influence the art, we gather data and feedback on our marketing ideas before we make a full commitment.
—JONATHAN BECHER, CHIEF MARKETING OFFICER, SAP
NOWADAYS, MARKETING DECISIONS ARE MADE all over a firm, depending on the nature and culture of the organization. It doesn't matter where they are made, as long as they are made well. Information technology (IT) has something to offer (data quality and consistency), ...
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