Winning CFOs Over: The Case for Personalization

This chapter explores how to persuade skeptical CFOs of the value of personalization through identifying actionable use cases and showcasing success stories from companies like Uber and Spotify. It emphasizes a cross-functional approach to implementing personalized strategies and highlights the shift towards customer-centric marketing across various industries. Additionally, the chapter discusses the challenges and technological commitments necessary for organizations to effectively engage in meaningful customer interactions.