Our Marketer on Fire this month, DeLu Jackson, Executive Vice President and Chief Marketing Officer at ADT, recently took us through the 150-year-old company’s latest marketing transformation, which involved creating technological innovations, new media allocation, communications and a new go-to-market strategy. Here’s part two of our conversation with the marketing chief, which delves deeper into customer experience, demand planning, consumer insights, digital attribution and DEI strategy at the brand.

In-house agencies are increasing in popularity as an option for brands seeking greater control, faster turnaround times and cost savings. However, scaling an in-house agency is a dynamic process often hindered by operational inefficiencies and gaps in strategy, planning and workflows. The following tips can help overcome the hurdles in-house agencies face during growth and share insights on managing increased projects and resources efficiently.

Lastly, paramount to achieving success—and proving the value that marketing brings to the boardroom—is sales and marketing alignment. According to Forrester, highly aligned companies grow 19% faster and are 15% more profitable than unaligned companies. But it’s much easier said than done. Following are strategies to drive sales and marketing alignment in your organization.

Until next week,