PERSPECTIVE
The Nexus: Where
Sales, Marketing And
Communication Connect
By Walter Chabala
"Organizations today have big
data but many either lack the
capacity to harness, the knowl-
edge of understanding what it
is or some are just caught up
in the matrix and are unable
to extract value out of it. The
future lies in the organization-
al capability of harnessing big
data and using it to identify
opportunities."
42 MAL30/19 ISSUE
"The market is almost like a
jungle of some sort; differ-
ent consumers with different
needs, appeals and values.
Whereas some are driven by
discovery, challenge and new
frontiers, some care more about
people’s perceptions of them
rather than their own values.
So you must be clear on what
portion of the jungle you want
to serve."