Why CMOs need flexible marketing structure

01/14/2014 | Forbes

Marketing is a quickly evolving space thanks to the Internet and chief marketing officers need to build flexibility into their organizations to keep up, John Copeland and Jason Tabeling write. Management needs to guide marketing to control data, analysis and alignment with customers on all the digital and other relationship platforms that the marketer uses. The key to unifying all of these elements is developing a single incentive, they add.

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