In today’s marketing landscape, balancing the art and science of marketing is essential for driving sustained growth and engagement. The traditional funnel approach with a focus on customer acquisition cost optimization is being constantly challenged by the rapid growth of new channels, the synergies between the existing ones, regulations, technology and the difficulty of isolating the impact of specific programs and individual initiatives. While data is a CMO's best ally, it is far from being accurate, comprehensive, and timely. In addition to this, marketers need to go beyond the ‘hunting’ mode to jump into the nurturing and retention strategies. Join Maite as she explores how the revenue bowtie model offers a powerful framework to unify creativity with data-driven strategy, aligning marketing, sales, and customer success across the full customer journey. By taking this model to the next level, CMOs can craft tailored experiences that resonate emotionally while leveraging insights to optimize each touchpoint. This approach not only strengthens brand loyalty but also enhances revenue predictability, creating a dynamic blend of intuition and analytics that fuels long-term success.