Guy R. Powell, founder and president of ProRelevant, explores four critical dimensions that businesses must master to become best in class and stay best in class: 

• Marketing needs to be a machine.
• Marketing needs to be agile.
• Marketing needs to be prepared for the future.
• Marketing must own the future. 

The case studies he shares reveal key lessons on eliminating rigid planning processes, taking calculated risks, measuring costs, and benchmarking results against the best – inside and outside your industry. 

As marketing expands in complexity with more and more online and offline media choices, marketers must still deliver the highest revenue for the least cost with the highest level of certainty.