Accenture
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Ready or not: why marketing innovation starts with decluttering operations

Published by Accenture

With digital commerce exploding during the pandemic, we’ve seen ten years of growth in two years, and it’s completely changed the innovation landscape for CMOs. Marketing innovation used to be about developing bespoke loyalty schemes, strategic pricing incentives or cool customization options. Now it’s about building genuine customer relationships in addition to driving conversions. Marketing organizations must innovate to design meaningful and relevant customer journeys. And they’re on the hook to do it at the speed of customer and market change.

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