‘Do what you always did, and you’ll get what you always got.’The inequitable truth in doing ‘what you always did’ in marketing is that it will return a diminishing dividend year-on-year. The disruptive forces of tech innovation, new market entrants, and rapidly shifting customer dynamics necessitates a need to continually adjust. In other words, to simply maintain market position means doing more than you did last year, quicker and cheaper. Is it time for change? The digital transformation of marketing means agility and performance optimisation are found in technology and data. The ‘mar-tech stack’ is a critical element in the mix. I work with the leadership team to help unlock the potential found in marketing data and accelerate business performance. As a co-founder of a business, I have identified market trends, set a course and vision for the business, led strategic change, created and managed high-performing teams, and delivered award-winning marketing campaigns; this is also while ensuring long-lasting mutually beneficial business relationships across a broad stakeholder group. For more than two decades I have held dual roles both as a director of Media Safari - a strategic communications agency specialising in enterprise B2B tech – and as an educator in marketing and strategy with close association with the Chartered Institute of Marketing.