Each of these approaches uses different metrics, different language to describe approaches and explain results, and the marketers who specialize in each area utilize different skills. Both are important to overall marketing.
A CMO’s philosophy and priorities, corporate culture, sales force goals, and business objectives all play a role in how to balance these two marketing approaches. There differences may make them seem mutually exclusive but in reality it’s a Gestalt—two approaches that, together, are greater than any individual part alone.
