Six governing considerations to modernize marketing highlight one key message: focus on #people & #ChangeManagement as the impact of #technology in #digitalTransformation impacts up to 40% of marke…

Legacy structures and operations are keeping companies from taking full advantage of technology to modernize marketing.

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WHY IT MATTERS: digital transformation often is sparked by technology improvements – Big Data, advanced analytics, AI. Marketing has been affected profoundly by what is called marTech but this article highlights that successful transformations require an attention to people, skills, roles, work organization, and change management. Based on my experience I believe this applies to many other departments in the organization when faced with similar technological revolution.

Farid Mheir