Over the last two decades, companies have been actively pursuing transparency. It first started with the flattening of organizations, as they switched from an organizational structure that placed each business unit in a silo to a matrix approach that recognized the value in cross-functional teams and open communication.

As the walls began to fall figuratively, the physical walls that encased each individual worker have also been removed in favor of open-space working environments. Everyone was tired playing hide-and-seek and executives realized that having a few key resources holding the keys to an entire department is a substantial risk.

This same mentality is also being applied to business strategies and, most notably, marketing strategies. Predictive marketing eliminates the cloud of mystery that commonly hung over marketing campaigns. Sure, there was a lot of strategy involved and a certain expectation of return; but no one could pinpoint precisely which aspect of the strategy had delivered the most return or why.

Marketing automation and the technology boom, that has led to the ability to gather data at almost every point of the process, has changed all of that. Through in-depth analysis and careful, precise, thoughtful strategy, leading marketers have the ability to predict real ROI and provide companies with the ability to scale their marketing activities to meet business needs.

These partnerships are built on open communication and an ability to analyze business potential and market trends to develop a clear and decisive plan for the future. Predictive marketing considers all aspects of the business and relies on the involvement of each business unit to create a successful and lucrative result.