Annu Baral is the Head of Consulting Services at LatentView Analytics, a data analytics and decision science company.
The responsibilities of the modern marketing leader have grown from the management of Don Draper-style print ad campaigns in the 1960s that were portrayed in the TV show “Mad Men” to a core arm of the business—tasked with driving revenue and building brands. As marketing channels continue to rapidly expand, the mandate is changing for today’s CMO to move beyond looking solely at ROI and consider how marketing, customer experience and sales fit together to nurture the customer at all stages of their journey.
