For marketers, a massive window for change has just opened—and the prize is big.
Let’s face it, marketing missed its last slot. Digital technology should have given marketers unprecedented powers—the power to understand customers; the power to increase returns; the power to shape the C-suite agenda. Naturally, the CMO stature should have risen. Marketing should have finally become the central function. It didn’t come that way. Too many top CMO's still haven't found their power formula. Too many marketers got lost in digital tactics. And too many CEOs still don’t get why customer focus matters. Slot missed.
Then came COVID-19. For many firms, the COVID-19 was also their digital hour of proof. This proof that has suddenly pushed open a massive window for marketing change. The pandemic has achieved what CMOs have tried to push for years—proving the case for data-driven marketing. All over the world, marketing and sales teams have suddenly pulled together to make ends meet, pooling data sources, diving deep into insights.
Armed with proof, brave marketers are now taking charge and proposing bold changes to how companies operate. It’s not about tools. It’s about radical customer focus.
Excerpts from TRYTHIS .BLOG BY THOMAS BARTA, June 15, 2020
In our 2nd Summer Series CFG Webinars with Thomas Barta, listen to what true bravery in marketing means from Barta as well as our own colleagues who shared their own stories of finding new purpose and being helpful to clients as well as their business partners.
At core of what makes marketing successful is purpose. Step up for your purpose!