I hate to borrow the quote from Jerry McGuire but it’s appropriate here. Marketing traditionally has been a cost center for most companies. When we talked about marketing, we talked about ROI, the return on investment. We talked about how marketing’s role is to shape awareness and perception.
Well, that all remains true, but marketing has changed significantly in the last few years to drive some new benefits for the organization. Now marketing is becoming a SALES ENGINE all of its own. Simply put, a progressive, insight driven marketing organization can drive sales.
I believe this is happening because of a small number of factors:
In summary, marketing can not only drive demand, but it can convert prospects into customers, and we can measure the revenue it generates, and adjust it in real-time to maximize those results.
Is your marketing organization viewed as a good Return on Investment (The Old Marketing) or is it a Revenue Generator (The New Marketing)?