No doubt, 2011 was the tipping point for the marketing department. Marketing automation, content marketing and analytics entered boardroom conversations. Even at the smallest of companies (for which I consult), marketing directors and channel managers find themselves in the spotlight for the very first time.
So how should the CMO, marketing director and CEO respond?
I think that's the real question McKinsey & Co. attempted to answer in their July 2011 report, "We're all marketers now." (FYI: this report was the #3 most read in 2011, falling in just behind articles on strategy and brainstorming. And in typical McKinsey fashion, their research involved more than 20,000 customers... talk about comprehensive research!)
Here are the highlights (you may also grab my personal, marked-up version of the report here):
- "Customers no longer separate marketing from the product -- it is the product."
How will you respond? What are your plans for your marketing department in 2012?
© 2011 John M. Fox. All Rights Reserved.
John Fox is the Founder and President of Venture Marketing, a B2B consulting firm that helps business owners get their sales and marketing un-stuck. For more, follow John on LinkedIn.
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