The 2010s brought about a number of challenges to senior marketers worldwide with the growth of digital, data, and the increased personalisation of the consumer experience. These demands, the proliferation of martech, and the growing emphasis on proving value, confront marketers with the dual challenge of both creating simplicity out of complexity while also evidencing tangible return on investment. CMOs may need to evolve as they face the challenges that the ‘science’ of data brings to the ‘art’ of marketing. As we enter a new decade, the WFA want to help CMOs rise to this challenge and continue to deliver…

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