Traditional marketing as we have known it for decades is fundamentally broken in the age of the connected consumer. Advertising and marketing dollars are wasted while consumers ignore, unsubscribe and disengage. However, consumer crave a relevant experience from their favorite brands and leading companies who identify their needs and engage them are seeing profitable rewards. Read this paper to understand how redirecting just 15% of your marketing spend around a new set of four inter-related marketing capabilities will help your brand coordinate and offer the right personalized creative or offer at the “moment of truth”, the actual instance when a person is about to engage with the brand.