The year 2018 will be the watershed year when savvy marketers move to expand their roles to encompass every aspect of the customer journey, end to end.
While 37 percent of marketing budgets are still spent on customer acquisition, according to the 2017-2018 Gartner CMO Spend Survey, 2018 will see marketers devoting increased amounts of time and resources to engaging with existing customers. In fact, current customers — always a core constituency — will soon be marketing’s primary audi
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