Past Marketing Successes Won’t Pave the Way Forward

Published MarchD&B by Dun & Bradstreet

What got us here won’t get us where we need to go. Some say that content is king; others that Big Data and analytics rule. Some focus on technology like mobile or micro-targeting; others claim that authenticity and community-generated creative is the way to go.

As the Chief Digital Officer at SAP, the world’s leading provider of enterprise software and services, Jonathan Becher is responsible for leading his team through a time of fundamental change. Becher, SAP’s former CMO, sits at the intersection of data science, technology and content — helping customers reach their customers faster. I set up some time with Becher to get his thoughts on the marketing landscape’s biggest trends.

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