A seismic shift has taken hold within marketing, one that focuses more on database-driven, behaviorally targeted and analytically based digital campaigns that produce results that are more accountable, measurable and quantifiable. Global organizations today recognize that marketing has become a critical element of strategic planning. From driving strategic analysis and developing business strategies to leading growth initiatives and resolving dysfunctions of product and geographic silos, marketing plays a pivotal role in the evolution of a successful strategic plan.