The relationship between the sales director and CMO should be among the most cohesive parts of a business. The importance of creating a seamless digital experience for consumers ought to be driving the departments together. However, as Conor Shaw (pictured [...]

The correct approach to targeting and attribution modelling divides the industry, with buyers pushing for deterministic solutions and sellers promoting the virtues of probabilistic data. What role can the common, yet less publicised, account-based marketing methodologies play in targeting and attribution? [...]