5
Leading the Analytical Organization
From Responsive to Agile
Now that we've examined the big changes to organizational mindset, structure, and talent, let's look more closely at what it means to lead an analytically driven organization. What kinds of leaders does the marketing organization need? What type of leader do you have to be? How does analytics affect your interaction with your company's C-suite? We'll dig into these questions next.
Depending on the industry, marketing leaders may have come from the brand, creative, or more traditional ranks in marketing. While that is still the case for some leadership positions, marketing leaders also emerge from more technical or analytical backgrounds. It's simply not enough to do things the way ...