Marketing is about to become even more exciting. Digital technologies have enabled marketers to be more data-driven and fact-based in decision making. More importantly, marketing leaders can now report accurately and factually on their contribution to corporate business performance to justify increases in investments in marketing.

Digital has many marketing operations benefits — improved customer insights, more targeted campaigns, and more speed and agility in operations are just some examples. The new customerfirst agenda for the modern enterprise demands that marketers now step up to the next level. Key areas where this needs to happen today are GDPRdriven customer consent management and customer journey management. These are logical next steps for marketing towards its strategic destiny of facilitating enterprise orchestration around customer experience management.

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