By Cesar Brea, Partner at Force Five Partners

A couple of weeks ago I was kindly invited to give a short talk at The CMO Club’s Boston Chapter dinner, summarizing some insights from my recent book, Marketing and Sales Analytics. The given topic was “Building and Retaining an Effective Marketing Team.”

Note the absence of any reference to “Analytics” in the talk’s title.

In the research for my book, which spanned in depth conversations with 15 CMOs and other senior executives across multiple industries, a recurring theme was the importance of getting right the “ecosystemic conditions” surrounding your investment in analytics capabilities. Specifically, we identified four such conditions.

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