Alterian

Leadership

CMO roundtable: How to stop optimising channels and focus on the customer opportunity

Shifting from a focus on channel-based campaigning towards a strategy that’s anchored in the customer opportunity and can take advantage of in a real-time moment of interaction is a must. How to achieve this was the subject of a two-part roundtable series CMO recently held in Sydney and Melbourne in partnership with ADMA and sponsor, Alterian.

Digital Marketing

Interview: Alterian CEO on martech consolidation and uniting digital with direct

Alterian’s global CEO, Robert Hale, is the first to admit the martech/adtech landscape his organisation re-emerges into today is very different from the one it faced four years ago, when SDL acquired the business. But while he sees the rise of all-in-one players such as Adobe, Salesforce, IBM and Oracle as competitors with a brilliant marketing touch, Hale is confident there’s still opportunity for a best-of-breed solutions provider in the B2C, mid-market space.

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