Marketers Need Better Vision Amid Foggy Economy

Business marketers spent most of 2022 trying to navigate under clouds of economic and geopolitical uncertainty, and they don't expect the skies to clear this year, what with the threat of a recession, ongoing waves of layoffs, and pesky inflation.

Jeff Lowe, EVP and chief commercial officer at Smart Technologies, is focusing on eliminating silos in sales, marketing and customer success departments with the introduction of the UCE (the Unified Commercial Engine). As well, Lowe suggests that existing customer health metrics are insufficient and plans to create a more robust customer health dashboard "to get to some form of customer lifetime value."

So what should marketers focus their efforts on for 2023? Read the full story on ANA Magazine: