6NOVEMBER - 2021Copyright © 2021 ValleyMedia, Inc. All rights reserved. Reproduction in whole or part of any text, photography or illustrations without written permission from the publisher is prohibited. The publisher assumes no responsibility for unsolicited manuscripts, photographs or illustrations. Views and opinions expressed in this publication are not necessarily those of the magazine and accordingly, no liability is assumed by the publisher thereof.Emaileditor@martechoutlook.comsales@martechoutlook.commarketing@martechoutlook.com NOVEMBER - 08 - 2021, volume 07 - 16 (ISSN 2644-254X) Published by ValleyMedia, Inc. To subscribe to MarTech OutlookVisit www.martechoutlook.comManaging EditorDebra MorganEditorial StaffSalesAaron Pierce Alvina Rego Catalina JosephRose DcruzJoshua ParkerPaul BarberVisualizerVincent Georgevincent@martechoutlook.com*Some of the Insights are based on the interviews with respective CIOs and CXOs to our editorial staffDebra MorganEditorialDebra MorganManaging Editoreditor@martechoutlook.comThe pandemic has thrown businesses worldwide into a new era of marketing, with consumers rapidly switching to digital-first habits, redefining behavioral trends, and unleashing a deluge of data and marketing opportunities. However, as the pandemic continues, the snowballing effects of broken customer experiences hurdles around the measurement of return-on-investment (ROI), and shortage of relevant skills make it increasingly difficult for companies to turn new marketing opportunities into leads and conversions.Breaking the vicious `ROI cycle' is how marketers can evolve and unleash marketing's full potential. To start, marketers and leaders must rethink how they view the marketing function to build a strong foundation. Integrated end-to-end solutions need to be effectively used to determine a direct ROI target for spending across the marketing funnel, accelerating the many moving parts required for ABM and personalized marketing strategies. Advanced marketing automation tools can also leverage built-in AI capabilities that provide leaders with accurate, real-time analytics throughout the marketing life cycle, helping clarity with marketing's contribution to the business's bottom line. More importantly, they enable leadership to make precise and informed decisions that directly impact customer experience.However, having the right marketing tools is just one part of the equation. They need to be supported by strategic organizational and technological restructuring across the business to help emerging marketers successfully transition to advanced marketers.Company leaders must start looking at marketers as revenue generators rather than cost centers. Marketers, in turn, must learn how to communicate their contribution to business objectives effectively to establish stronger authority. This edition aims to provide readers insights from industry leaders to help them have a detailed understanding of the Marketing Attribution arena and the recent developments in this field.Let us know your thoughts.Fostering an Integrated Approach to Marketing Victor Cruz
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