Let us be clear - what financial markets (and thus senior leadership) are rewarding has changed. With different incentives and orders come different tactics. CFO’s and other decision makers will adjust their strategies based on what owners and investors value. This shift in strategy makes its way down the ranks in the form of harder-to-access budget for all investments – new, old, recurring, one-time... you name it. Digital Marketing: Pressure to provide human-like authentic experiences, fueled by empathy, in an increasingly digital world. Challenge to create human connections at the right moment. Peter Fader Theta CX and Marketing teams that don’t have a robust approach to measure the impact of investments will struggle to get the resources they need. This requires a data- backed and customer- centric approach.”