A recent report by the CMO Council, Calibrate How You Operate, can be summarized by its bold opening statement: "Marketing is the most challenged and most complex business unit." The report serves as a timely and serious wake-up call for both marketers and senior management to understand that, although the marketplace has changed beyond all recognition due to Web 2.0 and the explosion in digital — marketing technology and process have not kept up with the changes.
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