Today's CMO isn't just a marketer ... She is an organizational leader with impact well beyond her department and discipline. In this issue of The Shift, we focus on leadership strategies that are shifting mindsets across organizations, fostering interdepartmental collaboration and helping grow market share.
Most enterprise transformations fail because they go too fast. But most CMOs don't last long enough to go slow. There's a better way: the beacon method.
Al Collins explains The Beacon Method on VShift.com >
The purpose of marketing – and the value of the marketing organization – is less well understood in B2B than in B2C. How do you leverage your marketing efforts at every stage in the B2B sales process?
Read about B2B marketing in Forbes >
The cacophony of alarms around generative AI has left leaders disoriented and concerned, particularly given that generative AI is available to everyone within their organizations, not just data scientists. There are at least four cross-industry risks that organizations need to get a handle on.
More about the risks of AI in the Harvard Business Review >
Read VShift’s take on the role of AI in regulated industries. When trust is fundamental to customer-brand relationships in categories like financial services and healthcare, what will happen if and when advice is provided by artificial intelligence instead of a human financial advisor or a nurse?
VShift is a digital strategy, design and technology agency for enterprise-scale brands in regulated industries.