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The Rise of the Marketer

According to a report from the Economist and Marketo, 81%  of marketing executives surveyed said that they need to restructure the marketing organization to better support the business. Change is seen to occur in these areas:

  • Marketing will be seen less as a cost center and more as a source of revenue in three to five years.
  • Although a little over a third of marketers surveyed said they are responsible for customer experience today, 75% expect to take the lead in the end-to-end experience over the customer’s lifetime in three to five years.
  • Engagement is becoming paramount. “More than six out of ten (63%) marketers polled say that engagement is manifested in customer renewals, retention and repeat purchases. Adding in the 15% who see engagement in terms of impact on revenue, a full 78% of marketers see it as occurring in the middle or later stages of the classic funnel.”
  • Top areas in terms of skills development include digital engagement, marketing operations/technology, and strategy and planning.

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  • Future technology investment is led by social marketing, mobile marketing, and marketing analytics.
  • Trends to watch include real-time personalised mobile and the Internet of Things.


Read the article or the full report.

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