… And why it’s no longer about controlling the brand but about guiding it through its network of users,
No longer about managing the marketing budget but about inspiring marketing excellence throughout the organization,
And no longer about being a sales enabler but about being a value driver across the enterprise.
Scott Davis explains the five shifts marketers must now make in the “new normal” here.
The rise of the marketing operations director
The complexity of modern marketing means companies are increasingly splitting marketing into operations and strategy, and increasingly they’re looking for marketing operations directors.
When marketing strategy is worthless
Imagine the following scenario: it’s the annual brand strategy seminar for a large, multi-national B2C company. The VP of Marketing goes on stage to present the new marketing model.
Marketing’s influence is not the goal, part 2
When marketers complain about the lack of influence at executive level they’re grabbing the wrong end of the stick.