THE OPPORTUNITY When asked what lessons she translate that into business FOR ALL would provide the audience terms to help drive growth.” about marketing in the digital This applies to all companies age, Linda Boff, the CMO at GE, and brands, whether they said: “Be sherpas for what is provide infrastructure and new and what is next. I think access, services and content, there is a real role today for or are looking to profit from an marketers to identify what’s increasingly connected global around the corner and then to population. 116