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The Chartered Institute of Marketing | Thomson Reuters

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The Journey

We are emerging from a tough economic period into unfamiliar customer and consumer landscapes. Marketing needs to evolve if it is to deliver greater value.

But how to tackle this central challenge? How should we map the Marketing Transformation journey and identify our key goals?

We are emerging from a dark economic period into unfamiliar customer and consumer landscapes. Marketing must evolve, reframing its role and refreshing processes and talent if it is to deliver greater value.

  • How do we define marketing transformation?
  • What are the KPI’s and priorities for a ‘transformed’ marketing function?
  • How do we quantify the value that marketing could deliver?

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