The Marketing Strategist:
Research Highlight: How Marketing’s Role Is Expanding
- The local and the global. As offerings multiply and are sold in more markets, the need for offering- and country-specific marketing plans grows. At the same time, those specific plans must be integrated into a companywide story.
- Support for sales. Sales needs both demand and lead generation. Demand generation creates awareness about your company and offers. It’s thought leadership, a presence at industry events, and speaking engagements for your subject matter experts. Lead generation is landing pages, visitor tracking, and feeding the marketing automation machine. And don’t forget key accounts, also known as Account Based Marketing (ABM), another area where marketing and sales are joined at the hip.
- Strategy. Senior management’s respect leads to marketing being pulled into the planning cycle, business strategy, and product development.