About the only thing we know for certain is that 2017 will be a new year, and that change will abound — much of which will be beyond the control of the marketing department. So what is a renegade thinker to do in the face of this uncertainty? One trend I’ve observed among successful companies is a renewed focus on the internal audience — i.e., employees — to ensure that these folks are hired, inspired, aligned, measured and deployed for maximum impact.
I’m a big fan of this approach, especially after recent interviews with CMOs from Tableau, Intuit, Greystone and VER, all of whom validated its effectiveness and garnered awards from The CMO Club in the process.
