From strechted to strengthened: marketing transformation

“While Marketing has always been responsible for knowing the customer, now they are required to understand and respond to customers as individuals.” – Sabine Schilg, Vice President and CMO of the IBM Europe Software Group, presents at NEXT13 a new study about marketing transformation. In order to enable a connection with individual customers at every touch point, marketing should be based on a system of engagement, that maximizes value with each interaction.