Modern marketers are tasked with a daunting challenge. They must balance the needs and priorities of the customers (love) with those of the business shareholders (money). In other words, they must strive to meet and exceed the expectations of empowered customers while adding shareholder value by providing positive (and quantifiable) results through their activities.

This report highlights the conundrum of balancing the needs of the shareholders and the customers and how top performing CMOs are able to overcome this challenge by using journey management, omni-channel, and analytics as key ingredients of their activities.

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