Exploring the subconscious for deeper insights

Tools such as eye-tracking software and brain scans can help companies cut through the noise to delve into the subconscious mind of the consumer

What is “design thinking” in sales?

Originally a way to brainstorm creative challenges, the philosophy of design thinking has a new home in sales departments

Is marketing morphing into sales?

Salespeople are increasingly reaching out to prospects and acting as the first touch point for brands, while marketers are making an impact on the buyer's journey as a sales enabler

Why CMOs and CIOs must work together

As data and technology move to the forefront of marketing strategies, collaboration between the chief marketing officer and IT leader is increasingly vital to business success

The rise of new consumer tribes

When consumption patterns can no longer be defined by traditional factors, such as age, gender or location, consumer tribes grouped by their collective common behaviours and interests begin to emerge. But what does this mean for the modern marketer?

What does the modern CMO look like?

Marketing leaders are now responsible for leading a data-driven brand transformation while embodying the voice of the customer. As an integral role for ensuring business growth and performance, are the current CMOs up for the job?

Building a customer-obsessed culture

The scramble is now on to cater for the consumer's ever-changing demands. But an entire company culture obsessed with their customer has to start at the top

What happens when every brand has a purpose?

Time and time again we hear of the value of purpose-driven marketing, so how do brands differentiate themselves when having a purpose no longer sets you apart from the competition?