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All companies are struggling to define their internal “culture.” But for brands, the bigger challenge during the pandemic is how to redefine the culture of customer experience (CX) amid “at-home digital fatigue.”
For Leah Pope, CMO of customer data platform ActionIQ, the answers need to start with brands’ marketing decision-makers. There has always been a tug-of-war between the chief technologists and information officers when it comes to personalization programs in efforts like lead generation. But directing the “cultural” elements of these kinds of marketing need to be led by the CMO.