The changing needs of a Marketing Org in the Age of Customer Centricity
The opportunity has never been higher for Marketing Professionalization to step up from being button pushers to strategic contributors and enablers.
The mission of regular Marketing Professionalization is to improve productivity and efficiency inside the Customer Transition system world through people, process, technology and data so that Marketing can achieve operational goals. This type of Marketing Professionalization is typically more reactive in terms of strategy creation, but serves a core function for Marketing.
The mission for strategic Marketing Professionalization on the other hand is to improve the effectiveness and innovativeness of the Customer Transition system world through people, process, technology and data so that Marketing can achieve strategic goals including enabling digital transformation, adopting business accountability by driving revenue and growth, and leading customer centricity. This type of Marketing Professionalization is proactive in terms of strategy creation and delivery.