It is said that if content is king in marketing, then context is queen. To be effective, marketers need to make sure that their content always speaks to the economic times, the industry challenges, and particular business issues that customers and prospects face. IBM lives this precept. IBM’s latest Global CEO Study provides compelling perspectives on strategic issues such as global integration, new and changing customer groups, and business model innovation. It also uncovers the key characteristics of the Enterprise of the Future. The implications rewrite the rules of marketing, which can enable new thinking and new business for the future. In this Viewpoint , David Wong, Director of Solutions and Service Line Marketing with IBM Global Business Services, discusses these key traits and provides examples of how IBM applies this thinking to its marketing.

Key Takeaways

• Embrace the change happening in the organization and continue to evolve your marketing approach.
• The Enterprise of the Future is a globally integrated one. Marketing also needs to follow a globally integrated model.
• Transform the way you think about marketing through collaboration with employees, SMEs, customers, and prospects.
• Through your corporate social responsibility programs, enable a genuine organization, not just a generous organization.