At the Social Shake-Up, I attended a panel called "How CMOs Drive Innovation and Revenue Growth," featuring speakers David Davidovic, President, pathForward, former CMO, Merck; and Tim Minahan, CMO, SAP Cloud and LoB, SAP. Jason Breed, Enterprise Social Business Lead, IBM, moderated this session, which explored how CMOs tie their strategy to revenue; marketing's involvement in development; how marketing can fit into a business holistically, and not as an advertising add-on; and how marketing should participate in business ownership.
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