Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. "The Analytical Marketer," written by Adele Sweetwood, the head of global marketing for SAS, provides critical insight into the changing marketing organization and the tools for reinventing it. Challenged and inspired by their company's own products, the SAS marketing team was forced to rethink itself in order to take advantage of the new capabilities that those tools offer. With additional examples from other leading companies, this book is a practical guide to creating a new marketing culture that thrives on and adds value through data and analytics.

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Teams at Work: Can You Say What Your Strategy Is?

Can you summarize your company's strategy in 35 words or fewer? Companies with a clear, concise strategy statement often turn out to be industry stars. This digital toolkit supports you as you lead your team through a tried-and-true technique for constructing your statement. It includes (1) the HBR article "Can You Say What Your Strategy Is?"; (2) a presentation-ready PowerPoint, based on the article, complete with presenter's notes; (3) a worksheet that walks you and your team through the process of applying this idea to your own work; and (4) an HBS case study of Edward Jones' distinctive strategy.

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