An archived version of this Briefing is available for playback. ITSMA members with online access may access the archived Briefing by clicking on the “Playback” button above. Nonmembers who purchase the Briefing will receive an email with a link to the archived replay.

Overview

Over the past few years, marketers have weathered an incredible amount of change and most have come through it more focused, more savvy and more nimble. But with economic growth returning, will marketers return to their old ways? Or will marketers stay on the path toward transformation and continue to progress as a leadership function?

In this Online Briefing, Dave Munn and Julie Schwartz share their views on where marketing is going, including how marketers need to think and act differently and where they need to invest. Dave and Julie also share trends and highlights from ITSMA’s 2011 Marketing Budgets & Trends Survey to give marketers recommendations and insight on how to take advantage of the changes that await in the year ahead.

Specifically this briefing will explore such issues as:

• Is marketing spend bouncing back?
• What is changing most in the marketing mix?
• What must marketers do to improve buyer relevancy and increase client intimacy?
• How is social media being integrated into marketing and the business?
• What are the prerequisites for successful lead management and nurturing?
• How can marketers help move client relationships from loyalty to trusted advisor status?
• What are leading companies doing to take advantage of the next wave of opportunity and get ahead of competitors?