“To succeed in today’s rapidly evolving marketplace, businesses need an agile mindset. A clear vision is critical, but the traditional three-to-five-year strategic plan is no longer effective; it now changes every eight months. This necessitates the ability to quickly adapt and pivot when efforts no longer yield sufficient returns, rather than being constrained by rigid processes. In a world of constant, 24/7 media and consumer connectivity, immediate action is paramount. Effective marketers understand how to deliver relevant messages at the most opportune moments. Marketing, often stereotyped as a “spend function,” must shift its focus to strategic investment and measurable returns. While building brand equity is less tangible, it is massively important and requires investment. However, marketers also need to clearly demonstrate attributable gains through KPIs.”