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Editor's Notes

• #5: Way of the past (batch & blast) vs. the way of the future Audience Paradigm: Build an audience Batch and blast A/B Testing Conversational Paradigm: Listening -- Responding Automated message streams Completely personalized content Each step, the content gets more relevant
• #7: Way of the past (batch & blast) vs. the way of the future Audience Paradigm: Build an audience Batch and blast A/B Testing Conversational Paradigm: Listening -- Responding Automated message streams Completely personalized content Each step, the content gets more relevant
• #8: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #9: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #11: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #12: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #13: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #14: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #15: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #16: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #17: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #18: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #19: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #20: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”
• #21: The build walks the audience from the operational world to the marketing performance world, and focuses on driving operational efficiency while marketing performance focuses on strategic marketing effectiveness. No Build: This is traditional Marketing Operations. It’s goal is to drive operational efficiency in the marketing organization. It’s benefits include best practices, productivity, accountability, and alignment Build 1: This is marketing performance. It’s focus is on driving strategic marketing effectiveness (making sure all marketing budgets and spend achieve your CMO’s goals). It’s benefits include more fact-based strategic forecasting, precise measurement via precise attribution, channel and strategic market mix planning Build 2: It’s critical to point out these 2 areas are linked - you can't do one without the other: operational data is necessary to feed marketing performance. And the combination of these 2 moves marketing from “what was” to “what if”