MarTech East keynote: Better marketing starts with better orchestration September 18, 2019 • keynote, MarTech 3 min. (680 words) MarTech East on Wednesday, Cesar Brea, partner at Bain & Company, delivered a morning keynote session on the critical role of alignment in an organization’s marketing success. The majority of marketers are hyperfocused on results with little regard to the processes and connections needed to achieve those outcomes, Brea explained. But the most successful marketing leaders focus more on the orchestration and organization of their marketing efforts than in their technical sophistication. Whether building out a longterm marketing strategy or launching a quick-hit campaign, successful marketing requires highly-integrated processes. As Brea pointed out, marketing orchestration can be just as important as the results. Brea outlined five key trends for successful marketing orchestration, exploring how each of these trends will evolve as the digital marketing landscape continues to grow.