That’s the view of Marriott International’s chief sales and marketing officer for Asia-Pacific, Peggy Fang Roe, who caught up with CMO during a recent visit to Sydney. Acknowledging most marketing leaders are being confronted with the need to better utilise technology to improve the way their brand engages with customers, Fang Roe is quick to advise marketers to consider “the end in mind first”. “As a CMO, you have this tech stack you have to define and based on what you want to do, there are a plethora of technologies available. But a lot of people make the mistake of going the other way, and saying I’m going to build my stack, then figure out what to do with it,” she says. “You run into so many org problems that way. “Really, you should think about what you want staff to do, and your marketers to do, and what people will do with the data. That means designing backwards.” Get the full story at CMO