Marketing has met IT, and thus far they are on speaking terms, though nothing lasts forever. I was party to a discussion in which CMOs disclosed what is most vexing to them, and the answer in a walnut shell is data. The promise of digitally tracking leads, automating prospect management throughout the pipeline, big data with supplemental data, and laser sharp analytics is not coming true for most. Truth be told, many are not yet at the starting line. Data, like iron ore, is eventually useful but mining and refining it is dirty work. The problems at this stage of marketing evolution are many, and they provide good check lists and warning signs for CMOs with a hankering to engage IT (who will make many of these items painfully clear). Not everything is digital: Though much of a customer’s buying behavior can be digitally mapped, much cannot. Your brand, non-digital … Continue reading →