Forrester Vice President and Principal Analyst Shar VanBoskirk discusses the new role of marketing — and how acknowledging and embracing change will lead to success.
Shar VanBoskirk, Vice President, Principal Analyst
The purpose of business is changing. Rather than differentiating through a product or business model, companies now need to deliver an ecosystem of value to their customers — and marketing will serve as the catalyst for this change.
Historically, marketing organizations were responsible for one thing: promotion. But this sole purpose won’t cut it anymore. Marketing’s new role is to operate at the front line — meeting and understanding the customer in their context and distributing that knowledge back to the business.
This will bring change through several mediums — organizational structure, skill requirements, talent qualification, technology, and automation — and the change will spread beyond marketing and across the enterprise.
In this episode, Shar VanBoskirk explores how marketing organizations will evolve to meet future demands and what’s required to make this optimization succeed.