Welcome to the Brand and Demand Solutions’ Marketing Impact Vlog. Today we’ll be looking into the future of marketing, specifically what our career paths will look like in 5+ years.
For this vlog, we’re doing a Q&A style discussion because, Adam, you just got back from our Annual Marketing Impact: Frost & Sullivan Executive MindXchange, where you spent last week immersed in dialogue with marketing peers from across industries. You came back with some great insights about how marketing as a profession is evolving and we’re excited to hear about them!
As we all know, technology has quickly become the epicenter of marketing. A perfect example is the recent strategy shift with the upcoming departure of well known McDonald’s CMO Silvia Lagnado. Instead, McDonald’s has decided to drop its CMO role and create two new positions. A new SVP of Marketing Technology who will report to the CIO and promoting their Global Brand VP to SVP of Global Marketing. Is this a new trend or an anomaly?
I think the writing is on the wall that this is indeed a trend. As marketing technology continues to impact just about every slice of the profession, it’s abundantly clear to me, that marketers will have two distinct career tracks that will eventually intersect at strategic levels within the business. Do I think it’s going to be as black and white as McDonald’s is attempting to position it? Absolutely not! In fact, I don’t agree with their strategy at all, unless of course, they are going to place a marketing professional in the CIO role.
As marketers, we’ve seen tremendous change over the past 10 years. Innovations in technology and data science have significantly changed the required skills for marketers. With each passing year, it seems our roles and responsibilities become increasingly more complex. Digital transformation has been pounding at our door for years and it’s become increasingly difficult to find highly skilled marketing professionals who meet these challenges. We actually covered this in a prior Vlog focused on Marketing Operations and finding the “unicorns” for those roles.
So with all of this transformation, what do you see as the opportunity for marketers?
As marketing leaders, we’ve got a tremendous opportunity in front of us. At our core, we’ve always been focused on the art and science of our profession. With technology and data, the science becomes more complex but no more or less important. Over the next five years, I strongly believe marketers will continue to harness innovation and drive change at their organizations. Marketing leaders will be instrumental in driving a more customer- and market-focused organization, implementing an agile culture that adapts and shifts as necessary. Business executives must then rely on marketing to best understand the shifting business priorities, while also setting long-term goals.
What advice would you give to those at the entry-level or mid-point in their career?
I truly believe that we’re quickly approaching the crossroads of our profession. It’s imperative that entry-level and mid-career professionals build experience and skills that cover both the art – creativity, content development, design, etc and the science – traditional conversion metrics, technology, and data science skills. And honestly – if senior-level marketers aren’t comfortable with technology and analytics, they best upskill ASAP or risk their future.
How will this evolution of marketing impact other organizations in the company, in particular sales?
Adam: This is an important question. Most of us know from first-hand experience, that sales and marketing teams traditionally operate as separate organizational entities. However, because of the shift to be more customer-focused and agile, coupled with advanced technology and customer insight – it’s time for our sales and marketing teams to unite, align, and streamline processes. Many organizations have already taken action to align sales and marketing. If you haven’t, you’d better start. For some tips, check out our Vlog on Marketing & Sales Alignment Best Practices To Boost Revenue & Organizational Success
If your sales team is looking for more opportunities to learn from their peers in the industry, we highly recommend you let them know about our 3rd annual Sales Team Arizona Retreat. This is a Frost & Sullivan Executive MindXchange and if you’ve never attended one, you MUST place this event on your calendar. For more information, please visit starmindxchange.com.
As always – remember to Grow Your Brand. And Drive Demand. See you next time!