by Stacie Susens, Kenshoo Senior Director Marcom & PR

In my column, I write a lot about leveraging technology to grow marketing’s contribution to the overall organization. Technology can bring transparency, scalability, and innovation, which is critical given the role that the Internet plays in the buying process today. However, technology is not a solution in and of itself. Just as different types of vehicles (trucks, sedans, motorcycles, etc.) need the right type of driver; technology is only as good as the people behind the wheel. To succeed in marketing, you must find the right balance.

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