The Rise of the Marketer: The Economist Intelligence Unit and Marketo Survey The Future

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Looking To the Future

Author: Sanjay Dholakia

Over the past six weeks, I have shared with you some insights about the future of marketing from some of the smartest minds in marketing today. Now, it’s your turn to tell us your insights. What do you think the future of marketing holds?

We tapped the Economist Intelligence Unit to survey almost 500 high-level marketing executives from around the world to get a real sense of what’s on all of your minds.

The results are insightful, encouraging, and exciting. Why? Because when you step back and look at the overall big picture, it tells me that, more than ever, marketing is in charge and the future is really, really bright for marketers everywhere. We are at the center of business and if we make the right investments we are going to find ourselves setting strategy, driving revenue, and shaping the future of our own organizations. A real “Marketing First” world.

I would strongly recommend you read the report in its entirety. There is a ton of insight in here. But let me give you a few of my highlights:

  • Over 80% of all marketers say that their organizations will need to undergo dramatic changes in order to keep up with increased technical and consumer demands 68% of marketers feel they are viewed as a cost center today; however that is going to shift dramatically. In fact, in three to five years, 80% of marketers say they will be seen as driving revenue for their companies
  • While roughly a third of all marketers say they own the customer relationship and engagement today, that shifts dramatically in three to five years as nearly 75%(!) of marketers say that they will own end-to-end customer engagement
  • Marketers’ #1 investment over the next 12 months is in making a shift to digital marketing and engagement; perhaps not surprisingly, they also say that the top 2 areas of skill development in their organizations are in the areas of Marketing operations/technology and digital engagement.
  • The importance of data and technology to make these shifts can’t be understated with more than 80% of marketers saying they will use data and technology to connect with customers and engage them in a conversation to build advocacy and trust over the next three years.

When I step back and look at the data–what I see are six major trends emerging:

  1. Marketing is shifting from a cost center to a revenue generator
  2. Marketing will become the Chief Customer Advocate in an organization
  3. Marketing is moving from an era of mass marketing and advertising to and era of engagement marketing
  4. Marketing needs to invest in new digital skills and operational expertise – marketing is shifting from an art form to art & science
  5. Marketing must leverage technology to succeed in this world of individual engagement at scale
  6. Key technologies like Internet-of-Things and real-time personalized mobile technologies will shape the future of marketing

So what are we as marketers to do? To me, this says that for marketers to succeed we are going to need to make some major shifts in thinking and investment. We are going to need to invest in new skills to manage digital engagement, data, and technology. We are probably going to need to organize our teams differently. And, we will likely have whole new functions, such as Marketing Operations, emerge to make the rest of the organization more effective in this new world.

Marketers need to embrace technology at a fundamentals level and leverage it to help them scale and talk to their customers with a singular purpose in mind: forming long-term, individualized, durable relationships.

Over the next 15 weeks—I’ll spend time here sharing thoughts, suggestions, and insights around specific items from the research that will hopefully be useful to you as you navigate this transition and rethink your approach to marketing over the next 3-5 years.

After you read the survey results and report, please weigh in below if you agree with the other marketers or have different views – discussion is always great! And, as always, if you’re just visiting this series of posts, you can start at the beginning of this journey here.

I look forward to figuring out this new Marketing First world together!


The Rise of the Marketer: The Economist Intelligence Unit and Marketo Survey The Future was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com


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The Changing World of Marketing by The Economist Intelligence Unit & Marketo

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world of marketing

Author: Mike Moeller

If you think that marketing has been transformed in the past five years – you ain’t seen nothin’ yet—in fact, hang on to your hats.

For the past three months, Marketo and the Economist Intelligence Unit have teamed up to uncover exactly what is on the minds of the marketers around the world, and where they think marketing is going. Here is a quick snapshot of what we discovered:

  • The marketing organization needs to change
  • The marketing organization needs to invest in developing and adding digital marketing and customer engagement skills
  • Managing the end-to-end customer lifecycle can’t and won’t happen without the use of data and technology
  • Marketers believe they will no longer be viewed as a cost center in three to five years—rather they will be seen as a source of revenue
  • More than any function within the company—marketers believe they will be stewards of the end-to-end customer engagement and experience in three to five years

To me, these roles and responsibilities are a radical departure from the days of elaborate storyboards, PowerPoint and cute advertising made just to make us laugh or cry. It tells me that marketing is becoming the strategic center of corporations big and small. It tells me that if you are going to be a successful marketer in five years—you had better invest your time to learn how to:

  • Dissect data and put it to use
  • Leverage technology so you can scale
  • Listen to your customer and respond appropriately

Don’t get me wrong, as a marketer and a person, this weekend’s Super Bowl commercials will be fun to watch. I’ll laugh with the best of them, and I am sure a few will make me choke up. But the creation of those $ 4.5 million, 30 second spots is not the ONLY job of marketing anymore. In fact, over the next couple years, a successful Super Bowl commercial might not even be a measurement of success for a CMO. Savvy marketers understand that.

Watching the massive impact social media has had on the marketing landscape over the last 5 years has been incredible. That tidal wave—combined with pervasive use of mobile computing—has kicked off an amazing transformation that has engulfed all of marketing and it is not receding. The challenge for us all, as marketers, is to ride the wave and embrace it to its fullest—because the future of marketing is just getting started.

I encourage you to check out the full report, The Rise of the Marketer: Driving Engagement, Experience and Revenue. I’d love to hear what you think about the future of marketing. Share your thoughts about the report’s findings in the comments below.


The Changing World of Marketing by The Economist Intelligence Unit & Marketo was posted at Marketo Marketing Blog – Best Practices and Thought Leadership. | http://blog.marketo.com


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