By now, every business owner knows you need to be present on the internet if you want your business to succeed and attract as much of your target audience and potential clients as possible. Gone are the days when you could just hope to avoid the whole online aspect and focus exclusively on offline marketing strategies and methods.
Clay Stobaugh anticipated marketing’s current transformation nearly two decades ago when he witnessed the power of performance marketing during the twilight of the Mad Men era. Today the CMO of John Wiley & Sons is applying a potent dose of Lean Six Sigma to designing and running the marketing strategy and structures used to drive transformation at Wiley, a learning business that helps people and organizations develop the skills and knowledge they need to succeed.
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