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Key excerpts...
But after in-depth interviews with more than 50 CMOs, we found that CMOs who have successfully evolved their role in the organization have done so not through data and analytics alone, but by blending the art and science of marketing.
Science or art, data or intuition -- it is less about semantics and more about synergy. Science provides the foundation for informed decision-making, while art is an accelerant that brings the insight to life in a more impactful way.
Across industries, company size and CMO backgrounds, when it comes to art and science, we heard loud and clear: Data guides, but the gut decides. Great companies have a true blend of art and science, but make no mistake: Striking that perfect balance is not easy. Most organizations fall more to one side or the other and often adhere to a blend based on the norms of their industry.
Here's the secret: there is no secret sauce. Data plays the most important role in decision-making, but not the only role. Yes, there's creativity, intuition (based on past experiences), politics (you better believe it). To what degree this all mixes out varies from one situation to another.