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Issue 146 - 01 | Analytical Marketing Will Deliver for Your Customers
By Adele Sweetwood Published Oct. 5, 2016 10:30 a.m.

“While moving the revenue needle is still a critical benchmark for many modern marketers, our positions are no longer solely about supporting a sales team with the basics. Naturally, marketing tactics have become more sophisticated, but our roles have really been redefined by the value of one word: data.

By collecting and analyzing data, marketers can know if what we’re doing makes an impact. We can point directly to why specific offers, emails, or thought leadership works (or doesn’t work) for our customers. If your marketing organization is still just sales support, you’re getting left behind. Not only are modern, data-driven marketers driving sales, we’re monitoring or shaping a customer’s experience with our brand.”



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About Adele Sweetwood | Adele Sweetwood is Senior Vice President of Global Marketing for SAS, the world’s largest independent analytics company, has held a variety of sales, services, and marketing positions at SAS for 26 years, and most recently led the transformation of the marketing organization to meet the challenges and opportunities of data snd analytics. Her new book is The Analytical Marketer: How to Transform Your Marketing Organization You can find her online on LinkedIn and Twitter.



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9781625278456
How to Transform Your Marketing Organization
Hardcover  (9781625278456) 
Published 10/2016  by Harvard Business School Press 
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