Tech Takes Back the Market
fromin CMO magazine:
Until recently, however, marketing has played a relatively small role in the industry's fortunes. Unlike more mature consumer products industries, where marketers play central roles in business strategy and planning, the enterprise tech sector is characterized by small 'm' marketing--lead generation and sales support focused on advertising, trade shows, brochures, and, more recently, Web sites and online campaigns. Strategic thinking has traditionally been left to the entrepreneurs and engineers. During the periodic slowdowns, a quick injection of sales force energy would pick up the slack.
Until now. As the tech industry matures in a post-bust world and hunts for its next wave of growth, the locus of innovation is shifting toward the marketing department. Indeed, marketing leaders are on the verge of three dramatic transformations.
Looking for the latest in product and data science? Get our articles, webinars and podcasts.