This is part three of a Marketing Excellence series drawn from a members-only interview of TopRight CEO Dave Sutton with CEO-CFO Interviews, a weekly publication featuring in-depth interviews with top corporate executives. See parts one and two here.
CEOCFO: What have you learned over time? What has changed in your approach?
Dave: One of the biggest things is the importance of being technically savvy and data savvy. When I first came into the industry twenty plus years ago, marketing was really a creative art and it was a softer set of capabilities that did not rely a tremendous amount on analytics. It was rare to find a marketing department that also had a staff of data scientists, analytics people and technologically inclined people working side-by-side with the marketing creative team.
The biggest shift that we have seen, that has […]