Can there be a more important topic in marketing?This white paper is a great start.

Source: The Marketing Accountability Report – Forbes CMO Practice

Another great reminder…. “marketers must resist the temptation to sit in a corner demanding investment and instead take a “we approach” to business. He also believes they should position themselves as the insightful, future-forward face of the business to drive growth.

Source: Keith Weed: A CFO’s job is to count where the money’s going, a marketer’s where it’s going to come from

Huge change to the approach to marketing…. First-party hygiene: Facebook shows users when a Custom Audience list was uploaded…

Source: First-party hygiene: Facebook shows users when a Custom Audience list was uploaded – Marketing Land

“You also need to be ruthlessly focused on the customer and not the bureaucracy of your company and you need to be the voice of the customer at the table for the senior leadership,” he says.

Source: Coca-Cola and Subway’s former CMO on ‘marketing’s dirty little secret’

Really interesting view point on the activities shaping advanced marketing.

Source: A 40-minute video on 3 big trends shaping the future of martech – Chief Marketing Technologist