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Beginning with the End in Mind

Are your best marketing plans and strategies undermined by inefficient execution, inconsistency and duplication of effort? Does each marketing team engage its own production vendors and manages its initiatives in isolation? This was the silo environment in place when one Fortune 100 company got the mandate to expand its new consumer products division from 4 percent of total business to 20 percent. This paper summarizes a presentation by the senior IT director who helped guide the division toward a marketing operations management approach, with automated systems for workflow management, budgeting, digital asset management and more.

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