Marketing is now, as it has always been, an art form. But the next generation of marketers understands it can be so much more. These innovators are rewriting what is possible when the art and science of marketing collide. From the Introduction The marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in marketing talent, technology, and strategy. At a time when marketers face increasing pressure to measure the return on investment (ROI) of their campaigns and connect every dollar spent to bottom-line results, they are largely underprepared and underperforming. But with obstacles come opportunities. The Marketing Performance Blueprint presents the processes, technologies, and strategies needed to fill marketing gaps and build performance-driven organizations. The book shows how to tap into a scientific approach to marketing that can help steer organizations to advance their businesses, exceed ROI expectations, and outperform the competition. Written to be an essential and accessible guide for marketers, executives, and entrepreneurs, The Marketing Performance Blueprint shows how to: Drive digital marketing transformation within your organization. Recruit, train, and retain a modern marketing team. Propel growth through digital-savvy marketing agency partners. Adapt more quickly to marketing technology advancements. Create connected customer experiences. Turn marketing data into intelligence, and intelligence into action. Devise integrated marketing strategies that deliver real business results. Solidly based in research, the book draws on marketing expert Paul Roetzers experience consulting for hundreds of organizations, from startups to Fortune 500 companies, as well as key findings and insights from dozens of industry reports, articles, books, and interviews. In addition to the wealth of information outlined in the book, The Marketing Performance Blueprint includes downloadable worksheets as part of the Marketing Performance Pack. This handy resource complements the book and features a collection of templates, including a marketing team skills assessment, scorecard, campaign center, and project center. The Marketing Performance Blueprint is an actionable and innovative marketing guide to maximizing ROI through hybrid talent, advanced technology, and inbound strategy.