The past 10 years have seen an explosion of new technologies that have enabled CMOs to equip their teams to be more efficient When I first started my career, I was always looking for ways to work more efficiently. At the time, my position was focused more on the product than on marketing, but process improvement was still paramount in everything I did. Now, as a CMO, process improvement means better marketing programs, more leads through the funnel, and a faster time to close, which ultimately means more revenue for the business. In the B2B world, managing this journey is increasingly complex given that customer interactions must ultimately drive actions taken with the account as a whole. This means every action taken by individuals with a brand must ultimately be connected to the accounts for which they work. Making this connection is...