Marketing is a state of flux. Marketing automation enabled Marketing to capture, track and target sales leads. But now the game has changed again. Customer experience (CX) is the new kid in town. And CX requires a softer, more emotionally intelligence approach to marketing, working with Sales and Service Departments to build trust, loyalty, and customer advocacy. But what does this mean for the CMO, Marketing systems & applications, and recruitment? And where does AI fit in? In this podcast, Gerry Brown, Research Director for Customer Experience, sits down with Miles Dawson to reveals the answers using IDC's latest European research data insights and discusses the key trends and best practices.