The failure to effectively personalize and scale content hurts customer relationships, runs down budgets and wears out employees. This “messy middle” is nonlinear and includes dozens of steps and processes running concurrently across a vast web of internal and external stakeholders. The place where most companies get stuck is in the hand-offs between marketing and creative, where teams create, iterate, approve, review and manage content. Simply adding budget and headcount won’t solve this growing problem.
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