The new digital dilemma: Proving marketing’s value in a profit-driven world

The role of marketing has undergone a profound transformation in recent years. Once viewed as a cost centre, marketing must now prove its ability to drive tangible business growth and profitability. Digital marketing in particular is coming under intense scrutiny, leaving many CMOs scrambling to prove their worth. However, transitioning to a profit driver in the business can add long-term risks if not approached correctly.Author: Jaco Lintvelt,…

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