David Cooperstein, VP & Practice Leader, CMO and Marketing Leadership, Forrester Research talks with IBM’s Scott Laningham and Todd Watson about reimagining marketing in the age of the empowered consumer and the challenges and opportunities of Chief Marketing Officers and the teams they lead.
Smarter Commerce is designed to help companies better integrate and more effectively manage their value chain. It includes buy, market, sell and service processes that put the customer at the center of decisions and actions, leading to greater customer loyalty, revenue and profit margin growth, and agility. Smarter Commerce increases customer value, regardless of what or how a company currently sells. It does this by putting the customer at the center of specific business processes such as inventory optimization or reverse logistics. But it also takes a higher level approach, gradually reorienting the entire business model — from how a company approaches innovation to how it designs its operations — based on deep customer and market insights.
Maria Winans (14)
Tami Cannizzaro (16)
Ted Rubin (20)
Jay Henderson (26)
Craig Hayman (26)