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Founder and Principal, The Connective Good
The Connective Good is a recruiting firm that specializes in finding and placing tech- and data-oriented marketing leadership talent. Its founder and principal, Erica Seidel, spoke with eMarketer’s Bryan Yeager about the trends and challenges in hiring the right people to build modern marketing organizations.
eMarketer: What trends are you seeing in finding and placing candidates for those roles?
Erica Seidel: The main theme this year is that marketers are becoming general managers first and marketers second. I think that’s because the purview of marketing has grown. It’s not just a cost center. It can be a profit center. And the scope has evolved. It’s not just the typical four Ps, but the overall customer experience or overall innovation. Increasingly, digital marketing is just marketing, and having a separate digital silo just seems a little outdated.
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Biggest Challenges to Digital Transformation at Their Company According to IT Decision-Makers Worldwide*, Dec 2017 (% of respondents)
Most Important Initiatives for Achieving Their Companies' Current Digital Transformation Goals According to IT Decision-Makers Worldwide*, Dec 2017 (% of respondents)
Main Goals of Their Companies' Current Digital Transformation Initiatives According to IT Decision-Makers Worldwide*, Dec 2017 (% of respondents)
IT Decision-Makers Worldwide* Whose Companies Are Currently Undertaking Digital Transformation Initiatives, Dec 2017 (% of respondents)
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