the rise of the new marketer: the economist’s findings on key trends
TRANSCRIPT
The Rise of the New Marketer:
The Economist’s Findings on Key Trends
Jeff Pundyk
GVP, Content Solutions
The Economist Group
Sanjay Dholakia
CMO
Marketo
29% say the need for change is urgent.
More than 80% of marketing executives
worldwide say they need to restructure
marketing.
Be bold.
Marketers point to six areas of dramatic change.
1. From cost center
to source of revenue
Four out of five companies
will classify marketing as a
revenue driver in 3-5 years.
Marketing expenditures
now total $1 trillion globally
*Source: McKinsey & Co.
Three out of four CEOs agree:
marketers “are always asking for more
money, but can rarely explain how
much incremental business
this money will generate.*”
2. Lead the customer experience
75%of marketers say they will be responsible
for the customer experience in 3-5 years.
EBAY E-TRADE
READINESS INDEX
12
4. Marketers need to retool first
Top skills in demand:
• Digital engagement
• Marketing operations &
technology
• Strategy and planning
13
5. Digital and data dominate investment
75% of investments focused on reaching
customers through social, mobile and e-mail.
25% focused on analytics to knit together data
from different channels.