In recent years, the modern marketing strategy has changed, marketers are being asked to do more, and marketing managers are being held accountable for more bottom-line business results.
Marketing today is more central to the success of companies. Modern marketers embracing digital marketing strategies, metrics and measurements, and allowing constructive interdepartmental communication are more likely to advance than ever before.
The increasing responsibility for strategy and accountability means marketers need to be involved in the organisation’s business, data and technology strategies. Marketing departments cannot be isolated and responsible only for brand messaging and lead generation. Marketing leaders must focus on business results, measurable marketing contribution, and cross-departmental relationships.