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Description:
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In 2005, marketing turned a corner. No longer perceived only as “the
department that makes the brochures,” marketing is poised to assume
greater strategic leadership in 2006 for several reasons:
- In today’s zero-sum competition for market share, differentiation
is the key to survival
- Convergence is changing the way people communicate; rethinking marketing
communications will become more and more critical to capturing customers
- The global workforce is shifting, making marketing’s role as
the internal company champion vital to attracting and retaining top
talent
This ITSMA briefing provides a snapshot of where services and solutions
marketers found themselves at the end of 2005 in terms of marketing budget
size, priorities, personnel changes, and productivity.
Further, it outlines eight marketing mandates for 2006 to ensure that
marketing continues to support company growth and remains on track to
assume a more strategic role within the enterprise:
- Implode and rebuild the organization
- Stop talking and listen
- Simplify the portfolio
- Get intimate with your customers
- Show the company’s personality
- Go digital
- Build community
- Experiment
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