There are no silver bullets that guarantee success for marketers. Betting on a single channel, technology, process or team is very much like betting everything on “Red” in a casino – there’s no more than a 50% chance of success – for each item. Make bets on each, without understanding and aligning the relationships between channel, technology, process and team and the odds for success rapidly decline.
![](http://www.sas.com/knowledge-exchange/customer-intelligence/files/2012/05/video_sm_schwenk.jpg)
Helena Schwenk, principal analyst at MWD advisors, a European IT advisory firm who consult with organizations to create tangible business improvements from IT investments, talked to us about the:
- Capabilities
- Issues
- Technology and
- Other considerations required to find profitable growth
She started with a focus on leadership, and then went on to discuss how issues will shift – from a single channel to multi-channel; from creating a picture of what’s happened to predicting what will happen in the future.
Helena walked us through the technology required – from data management to high end analytics and everything in between.
When focusing on other considerations, skills were top of her list – not just the skills required for analytics, but the changes that could ripple across your organization – wherever a staff member interacts with a customer.
Want to learn more?
Visit the driving profitable growth site on our Customer Intelligence Knowledge Exchange.