New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.
They are two of the most important functions within any business, but it seems that for many organisations, the gulf between executive management and marketing remains as wide as it has ever been.
The 2013 Marketing Performance Management Survey released by Forrester, ITSMA and VisionEdge found less than 10 per cent of top executives relied on marketing input when making significant business decisions or setting strategy. This means there is still plenty of work for marketers to do if they want to win the respect of fellow senior executives.
Head of digital and marketing at information management consultancy InfoReady, James Forbes, says he has heard two clients refer to marketing as the ‘colouring-in department’ in recent weeks.
Register or Login to continue
This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CMO, Computerworld, IDG Education, IDG Government, and IDG Health.