Your community, courses, and content — all in one place.
BUILT BY & FOR PROFESSIONALS
Learn, connect, grow, and lead in the only peer-powered, all-in-one platform dedicated to Finance, Technology, and FinTech.
Every strategy starts with a story. Every success is powered by community. Explore what FinTech Marketing can do for you.
Celebrate the most innovative, pioneering, and forward-thinking leaders and solution provider firms in FinTech, Financial Services, and Technology.
Simplify the complexity. Breaking down silos by bringing Financial Services and Technology businesses together.
As the business landscape evolves, so do we. Our rebrand highlights the human dimension of go-to-market activities. Unifying B2B and B2C brands under one umbrella.
Members & Subscribers
Countries
Aggregated in Marketing Spend
Whether you're working in Financial Services, FinTech, or Technology across marketing, sales, customer experience, product development, or technology roles, or if you're part of a FinTech startup, academic institution, or simply passionate about the Financial Services and Technology sector, join this exclusive network. Trusted by thousands of subscribers and members across more than five global regions, including UK/Europe, North America, APAC, Africa, and the Middle East.
FinTech Marketing has been an invaluable resource for me. The peer-to-peer learning and connection opportunities are fantastic, and the resources available are spot-on for anyone working in this fast-paced industry. It's helped me stay ahead of the curve and connect with other FinTech professionals. Highly recommend!
- Jonne R., A, Mid-Market
You really get out what you put in. What has stood out to me is how collaborative the community is - there are so many incredible people and organisations involved. The knowledge sharing goes both ways; it’s not just about taking, but also giving back. I’ve seen people open up, connect, and explore new areas they might not have worked in before. It’s a space where marketers can grow, network, and support each other in meaningful ways
- Kieran Darwin, Yahoo
I wasn’t even aware there was a community dedicated solely to fintech marketers until I came across this one a few years ago - and I was excited to get involved from the early days. Right away, we felt welcomed and found huge value in networking with like-minded professionals and sharing best practices. What makes this community so special is how laser-focused it is. That shared ground in fintech marketing creates incredibly valuable conversations and a network that’s always ready to support each other. Just hop into the WhatsApp group and you’ll see it firsthand. There’s always something happening - from e-networking and demo days to roundtables and cross-regional conferences. It's a brilliant way to connect meaningfully, gain fresh perspectives, and really understand the nuances of fintech marketing.
- Jeremy Bliss, Silver Agency
I’ve been fortunate to witness this community grow from a small group into a global network of like-minded individuals. Even as it’s expanded internationally and introduced new tools and platforms to support better marketing outcomes, that same spirit of openness and togetherness has remained. For me, it truly feels like a community - people from diverse backgrounds and skill sets coming together to share ideas, solve problems, and move the industry forward. Marketing in fintech can be challenging - our roles are often misunderstood or underappreciated within broader business structures. Add to that the complexities of a rapidly evolving sector, and it becomes clear how valuable a peer-led community like this is. It’s a space where fintech marketers genuinely want to help each other succeed - and that makes all the difference.
- Daniel Lowther, CC Group PR
The FinTech Marketing Community is a great space to be able to connect with peers. They are creating an even playing field for everyone to come and discuss. It doesn't matter which background you're from, whether you're client-side, whether you're agency, everybody speaks together and shares ideas and connects, whether that's at a roundtable or on their online events as well. Personally, I have found it a great space to be able to build my confidence when I returned to work after maternity leave as well. A supportive community outside of your existing work environment is essential for when you're going through big changes like that as well.
- Lydia Kirby, Bright
January 2026: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
December 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
October 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
September 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
FinTech B2B Marketing Community Reveals Winners of North American FinTech Marketing Awards 2025
Leveraging PR to Humanise Financial Services
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
FinTech B2B Marketing April Conference 2023 – Experience the Power of Communit
Private: Sales and marketing alignment, why does it matter in the FinTech world
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
12 Steps to Starting your ESG Strategy
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
Quick Tips to Prepare for a Successful Conference as a Booth Sponsor
Gen AI, agentic AI, and I: The changing face of content, campaigns, and creativity
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
February 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
January 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
FinTech Marketing Community 2024: Celebrating Our Journey and Achievements
November 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Telling your talent story: leverage PR to build a brand that appeals to top-tier talent
Check out the highlights from this year’s Fintech Marketing Global Awards 2024 and relive the best moments!
Experimentation: A gamechanger for your marketing
September 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
2025 Thought Leadership Planning
August 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
July 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Synthetic data can be the answer to training expensive AI & LLM models and address privacy concerns
June 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Restoring Trust in Marketing
Connecting Customer Experience & FinTech: A Seamless Future
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
What do our members think about the community
Fintech B2B Marketing Community Founder Payal Raina in discussion with TABB Group
Unleashing the Future: Insights from Lord Chris Holmes on Fintech, AI, and Inclusion
May 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Here’s a sneak of what our distinguished speaker says about our North American Conference
90 Seconds with Katy Pritchard, Senior Director, Marketing, Eventus
Unveiling the Future of Marketing Technology: Insights from Martech Guru Scott Brinker
What’s the secret? The ingredient be bold please versus just the second bit
Top FinTech B2B Marketing Conference Buzzwords Unveiled
Client Testimonial from Michael Borrelli, AI & Partners
90 Seconds with Elena Georgieva, Senior Analyst Relations Consultant
What is the most overused buzzword? In our recent Annual Global FinTech Marketing Conference 2024 in London in ...
Highlights by FinTech Futures from the FinTech B2B Marketing Conference | 23 April 2024, London
Insights from the Godfather of MarTech: Exploring Emerging Trends, Business Evolution, & the Future of Marketing ...
April 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 seconds with Austine Esezobor, SEO Consultant, Google Knowledge Panel Specialist
Journey with us through the milestones, challenges, and triumphs that have shaped our story so far.
See what our customers have to say – real stories, real experiences, real satisfaction!
March 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Nada Alsulaiman, Marketing Director, Nami
90 Seconds with Derek Amoako, Marketing Team Lead, LendInvest
Milestones of Resilience: Chronicles from Our Community’s Inspirational Journey
February 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Kate Bolton, Founder, Comms for Good
January 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
December 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Experts converge at our CMO Roundtable
Decoding Account-Based Marketing (ABM)
90 Seconds with Andrea Linehan, Global Chief Marketing Officer, Fractional CMO
Listen to the authentic voices of our valued clients sharing their firsthand experiences with us!
October 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Laura Craft, Marketing Director, Acadia
The Importance of Digital Marketing Certifications in the Fintech Marketing Industry
FinTech B2B Marketing announced the winners of its first-ever annual awards programme, FinTech B2B Marketing Global ...
10 Ways to Future-Proof Your FinTech Marketing Career
September 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
FinTech B2B Marketing Annual Global Demo Day 2023
August 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Colleen Judge, Head of Marketing & Communications, Matrix Applications LLC - FinTech B2B Marketing
Is AI-generated content friend or foe of marketing teams?
Payal Raina founder of FinTech B2B Marketing Community interview Financial IT at Money20 20 Europe
July 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Louise Young, Head Of Marketing, TradeBridge
Top tips on fintech marketing by Payal Raina at Money20/20 in conversation with FinTech Futures
June 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Expand Your ESG Strategy by Organising an Office Food Drive
How to build a winning team and nurture an inclusive company culture
Unpacking Demand Generation Strategies
FinTech B2B Marketing April Conference 2023 – Experience the Power of Community
Tune into the vibrant FinTech B2B Marketing Conference 2023 in partnership with FF News.
May 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Katie Hayes, Head Of Marketing, Ozone API
April 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Navigating the Challenges of Content in Fintech Marketing
FinTech B2B Marketing’s Remarkable Achievement
90 Seconds with Harjeet Singh, Sr Director Marketing and Demand Gen Operations, Finastra
February 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
January 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
FinTech B2B Marketing Community Accomplishments Recap 2022
December 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
November 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
FinTech B2B Marketing Annual Global Demo Day 2022.
October 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
September 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
January 2026: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
December 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
October 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
September 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
FinTech B2B Marketing April Conference 2023 – Experience the Power of Communit
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
February 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
January 2025: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
FinTech Marketing Community 2024: Celebrating Our Journey and Achievements
November 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Check out the highlights from this year’s Fintech Marketing Global Awards 2024 and relive the best moments!
September 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
August 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
July 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
June 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Connecting Customer Experience & FinTech: A Seamless Future
What do our members think about the community
Fintech B2B Marketing Community Founder Payal Raina in discussion with TABB Group
Unleashing the Future: Insights from Lord Chris Holmes on Fintech, AI, and Inclusion
May 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Here’s a sneak of what our distinguished speaker says about our North American Conference
90 Seconds with Katy Pritchard, Senior Director, Marketing, Eventus
Unveiling the Future of Marketing Technology: Insights from Martech Guru Scott Brinker
What’s the secret? The ingredient be bold please versus just the second bit
Top FinTech B2B Marketing Conference Buzzwords Unveiled
Client Testimonial from Michael Borrelli, AI & Partners
90 Seconds with Elena Georgieva, Senior Analyst Relations Consultant
What is the most overused buzzword? In our recent Annual Global FinTech Marketing Conference 2024 in London in ...
Highlights by FinTech Futures from the FinTech B2B Marketing Conference | 23 April 2024, London
Insights from the Godfather of MarTech: Exploring Emerging Trends, Business Evolution, & the Future of Marketing ...
April 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 seconds with Austine Esezobor, SEO Consultant, Google Knowledge Panel Specialist
Journey with us through the milestones, challenges, and triumphs that have shaped our story so far.
See what our customers have to say – real stories, real experiences, real satisfaction!
March 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Nada Alsulaiman, Marketing Director, Nami
90 Seconds with Derek Amoako, Marketing Team Lead, LendInvest
Milestones of Resilience: Chronicles from Our Community’s Inspirational Journey
February 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
January 2024: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
December 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Experts converge at our CMO Roundtable
Decoding Account-Based Marketing (ABM)
90 Seconds with Andrea Linehan, Global Chief Marketing Officer, Fractional CMO
Listen to the authentic voices of our valued clients sharing their firsthand experiences with us!
October 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Laura Craft, Marketing Director, Acadia
The Importance of Digital Marketing Certifications in the Fintech Marketing Industry
10 Ways to Future-Proof Your FinTech Marketing Career
September 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
FinTech B2B Marketing Annual Global Demo Day 2023
August 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Colleen Judge, Head of Marketing & Communications, Matrix Applications LLC - FinTech B2B Marketing
Payal Raina founder of FinTech B2B Marketing Community interview Financial IT at Money20 20 Europe
July 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Louise Young, Head Of Marketing, TradeBridge
Top tips on fintech marketing by Payal Raina at Money20/20 in conversation with FinTech Futures
June 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Unpacking Demand Generation Strategies
Tune into the vibrant FinTech B2B Marketing Conference 2023 in partnership with FF News.
May 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Katie Hayes, Head Of Marketing, Ozone API
April 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
Navigating the Challenges of Content in Fintech Marketing
90 Seconds with Harjeet Singh, Sr Director Marketing and Demand Gen Operations, Finastra
February 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
January 2023: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
FinTech B2B Marketing Community Accomplishments Recap 2022
December 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
November 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
FinTech B2B Marketing Annual Global Demo Day 2022.
October 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
September 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Sapna Kandukuri, Senior ABM Strategy Manager at LSEG (London Stock Exchange Group)
August 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’shea
Our Premium Member in Asia shares their experience about joining the FinTech B2B Marketing Community.
90 Seconds with Deborah Thompson, Head of Performance Marketing at Banking Circle
Learn how Financial Services and FinTech marketers collaborate on one global forum to help grow their business – Join ...
July 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’shea
June 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’shea
We hosted our inaugural FinTech B2B Marketing Conference back in April.
Here is a short video to give you a quick glimpse of the April 2022 Conference
May 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’shea
April 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’shea
March 2022: Monthly Fintech Market Insights Provided by Founder of Firebrand Research, Virginie O’shea
90 Seconds with Sam Shrager, Head Of Marketing and Communications
February 2022 : Monthly FinTech Market Insights provided by Founder of Firebrand Research,Virginie O’Shea
January 2022: Monthly FinTech Market Insights provided by Founder of Firebrand Research, Virginie O’Shea
90 Seconds with Christopher Fox, Founder of Syncresis, A Firm Specialising in Fintech Thought Leadership
Global Demo Day - FinTech Marketing Community
December 2021: Monthly FinTech Market Insights provided by Founder of Firebrand Research, Virginie O’Shea
December 2021: Fintech B2B Marketing’s career guidance workshop with Virginie O’Shea, Founder and CEO of Firebrand ...
November 2021: Monthly FinTech Market Insights provided by Founder of Firebrand Research, Virginie O’Shea
October 2021: Monthly FinTech Market Insights provided by Founder of Firebrand Research, Virginie O’Shea
September 2021: Monthly FinTech Market Insights provided by Founder of Firebrand Research, Virginie O’Shea
August 2021: Monthly FinTech Market Insights provided by Founder of Firebrand Research, Virginie O’Shea
July 2021: Monthly FinTech Market Insights provided by Founder of Firebrand Research, Virginie O’Shea
June 2021: Monthly FinTech Market Insights provided by Founder of Firebrand Research, Virginie O’Shea
Top FinTech trends that you were a part of in 2021 and never even knew it!
May 2021: Monthly FinTech Market Insights provided by Founder of Firebrand Research, Virginie O’Shea
Leveraging PR to Humanise Financial Services
Private: Sales and marketing alignment, why does it matter in the FinTech world
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
12 Steps to Starting your ESG Strategy
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
Quick Tips to Prepare for a Successful Conference as a Booth Sponsor
Gen AI, agentic AI, and I: The changing face of content, campaigns, and creativity
Telling your talent story: leverage PR to build a brand that appeals to top-tier talent
Experimentation: A gamechanger for your marketing
2025 Thought Leadership Planning
Synthetic data can be the answer to training expensive AI & LLM models and address privacy concerns
Restoring Trust in Marketing
Unleashing the Future: Insights from Lord Chris Holmes on Fintech, AI, and Inclusion
Unveiling the Future of Marketing Technology: Insights from Martech Guru Scott Brinker
What’s the secret? The ingredient be bold please versus just the second bit
90 Seconds with Kate Bolton, Founder, Comms for Good
Decoding Account-Based Marketing (ABM)
Unpacking Demand Generation Strategies
Demographics are destinies: what clients expect in the digital-first buying experience
How To Market To Online Consumers In Capital Markets While Staying Fully Compliant Post-Covid
Prepare, Listen and Adapt: Effective Marketing During a Crisis
Top Five Tips for Building a Solid Content Marketing Plan
Today the Buyer Is in Control – Is Integrated Marketing Heart of Your B2b Strategy?
Redefining Marketing: Sales Enabler to a Growth Driver – Are You Ready?
Connecting Customer Experience & FinTech: A Seamless Future
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
Is AI-generated content friend or foe of marketing teams?
Capitalising on the Revenue Opportunity Presented by the Great Wealth Transfer
Partner Content: FinTech and digitalization in the UK and Ukraine
90 Seconds with Nida Rahimi-Naeem Founder of ADIN a brand-new marketing consulting firm specialising in FinTech and ...
Partner Content: Striking a balance with the Digital Operational Resilience Act (DORA) – Promoting resilience and ...
90 Seconds with Alireza Ajam, Digital Marketing Manager at RBC Global Asset Management (UK) Limited
AI trends in 2021, information overload and its solution for FinTech professionals (PARTNER CONTENT)
The Shift to Wealth Management 4.0 (PARTNER CONTENT)
Wealth Management: Stop Just Talking And Start Social Listening. The New Digital Edge For 2021.
Versatility and Agility – Transforming Today’s CMOs into Technology Talents
Our Founder, Payal Raina shares her views on top martech essentials business to consider in 2020
Developing Martech Leadership Skills
Private: Role of Cloud and technology in offering seamless CX
Three Strategies for Making Your Customer More Comfortable Through AI
Connecting Customer Experience & FinTech: A Seamless Future
Learn about the key fintech market insights that could significantly disrupt the landscape and bring new opportunities ...
Role of cloud and technology in offering seamless CX- watch Payal Raina, our Founder has to say about key drivers that ...
In the Driver’s Seat: Control the Marketing Around Digital Transformation
Leveraging Martech to Deliver Frictionless CX
Top Martech Essentials for Business to consider to offer seamless CX in 2020
Restoring Trust in Marketing
Navigating the Challenges of Content in Fintech Marketing
Content Marketing Trends of 2021
Leading FinTech Marketers: Top 5 Tips to Battle Webinar Fatigue and Generate Valuable Leads
Janet Du Chenne, Editorial Director Marketing at Deutsche Bank – Corporate bank division shares her content marketing ...
How Content Marketing Changed During Lockdown
Private: Learning from Marketing Leaders: Acclerating your content marketing
Case Study – Learn how deutsche bank adapted their B2B content marketing strategy to the Covid-19 challenge to the ...
The Need for Simple Storytelling
Expand Your ESG Strategy by Organising an Office Food Drive
Supporting and Surviving ESG in 2021 as a Marketer
ESG beyond PR exercise
ESG – from Do-gooding to Doing Good
Marketing ESG as a Strategic Imperative