We’re living in a Marketing First world. If you haven’t yet experienced this shift for yourself—bear with me; it’s coming. Over the past few weeks, I’ve dug deeply into the results of “The Rise of the Marketer,” a survey from the Economist Intelligenc Special leads Unit on behalf of Marketo, to highlight some of the study’s key insights. Last week, we explored the changing attitudes towards customer engagement. This week, I’d like to explore another finding from Special leads the survey—how marketers will play a larger role in company strategy.
This is a huge development, and a dramatic shift Special leads in many organizations from how marketing was asked to contribute in the past. Marketers Will Earn a Position on the Starting Line In our survey, when asked if marketing would shape company strategies over the next three to five years, roughly 80% of respondents agreed or strongly agreed that it would. As we heard in our previous conversation with visionary Seth Godin, marketers have historically been Special leads like runners in the final leg of the relay race. We take a product or service and determine how to help it reach the intended audience. But this approach is going to change. In Special leads fact, the race will be redesigned entirely, and it will no longer be a relay.
Instead of being handed the baton, marketers will be Special leads in the race from the beginning, playing a greater role, and having more influence in setting strategy to determine which product, service, or market a company should even pursue. Why is this happening? Because, the shopping and buying process has changed forever. Buyers have more information at their fingertips than ever before and they are using it to self-educate. They’re reaching out to Special leads companies later and later in their decision-making cycles. As a result, if a company hopes to engage and influence that shopper, they have to do it earlier.