In a VUCA world, marketing strategies must adapt, even embrace, the opportunities and challenges of such dynamic times. The ability to monitor the environment and identify areas of concern is an essential strategic capability. This session will provide an overview of what to watch for that could drive a shift in strategy, as well as the specific triggers that should initiate the recalibration of strategy.

Communicating the value and impact of marketing is a huge challenge for many CMOs. More than a measurement or reporting challenge, CMOs must inform the organization about marketing impact in a way that aligns with business priorities, integrates the appropriate level of detail and communicates the tangible value of qualitative initiatives. This session will provide a framework for crafting a compelling story of marketing impact.