Alibaba’s CMO on why marketers cannot ‘lag behind reality’

As the CMO of a $40bn business, Chris Tung is not prepared to let his team drop off the pace. Responsible for an ecosystem of brands spanning ecommerce, payments, social media, cloud computing and marketing tech, Tung is clear that his marketers must embrace the opportunities of data-driven marketing or risk being left behind.
“I find it actually takes time because there’s a legacy for companies who have been doing marketing the same conventional way for more than 50 years. You unde