2020 isn’t the future; the future is now. Every day, the look and feel and function of marketing is transforming radically—and so the means to keep up must be transforming too.
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Non-negotiable characteristics of the 2020 marketing organization: a goal of business growth; a clear purpose; complete internal alignment of functional areas; clearly defined roles and responsibilities of each individual; research centers and data-informed efforts; an amalgam of agency partners as well as an in-house agency-like team; cross-platform social-media engagement; a strong CMO-CEO connection.
You would think that "A goal of business growth, A clear purpose, complete internal alignment of functional areas and clearly defined roles and responsibilities..." need not be mentioned. However, the insightfulness of the article is just this - in today's focus on big data and social engagement - none of this has value without the first four non-negotiable must haves.
Billy Bennett
www.pyramidodi.com