Thought Leadership

CMO Agenda: Securing Change and Improving Operational Efficiencies:

Profs. Robert Shaw (UK) and Philip Kotler (US) this summer challenged marketers worldwide to re-think their marketing operations. Based on research and experiences over many years, these two highly respected academics concluded, “marketing is the least efficient process” in business today. Their manifesto is an open challenge to marketing leaders to make marketing leaner, faster and better. View an interview with Prof. Shaw and learn more about what's on a CMO's agenda, why marketing operational efficiency is important, how a CMO can identify a problem and how they can secure appropriate change.