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The companies I interviewed for the CMO study all of them could improve their marketing process. Starting at the analytical side identifying opportunities, listening to what you customers say online and understand what they want, towards a good marketing management process that ends up targeting the right audiences and be able to measure the effectiveness. Overall in almost each part of the marketing process optimisation is needed. From starting and setting up the social media marketing campaigns, run cross channel campaigns, optimize your digital marketing, identify what marketing resources you have available and plan better towards delivering a better customer experience with your Brand.