2020 is annus horribilis. Worldwide, economies have come to a pandemic-driven screeching halt, with some sectors so badly hit their entire future is in peril. Pandemic data suggests it’s here for the long-term, so we need to think creatively about how we grow in these conditions by looking for alternative pathways for success through partnership evolution.
To evolve, marketing needs to take agile insights from the software industry. There is increased technology usage in marketing, yet minimal technology thinking. Look how Microsoft has become the mammoth it is today: 95 per cent of its revenue comes from partnerships, and Forrester research shows 76 per cent of companies agree part
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