“Let’s see. What campaigns can I run to achieve as little as possible?”
Said no one ever.
From the smallest business in America to the largest enterprise on earth, the purpose of marketing is to increase awareness and grow the business.
But let’s assume we all agree on that and also that marketing has become a fiercely data-driven game.
Marketing with purpose is the law of the land: the democratization of data is transforming the marketer’s role from brand and PR, to data analyst and ops expert.
And not just marketing.
Today’s Fortune 500 CEO is more accountable than ever, largely because the entire organization is focused on data and outcomes.
In its annual report, the Conference Board found that among Standard & Poor’s 500-stock index companies that were at the bottom of performers, the CEO succession rate jumped five percentage points, from 12.2 percent in 2015 to 17.1 percent in 2016. That’s well above the rate over the past 16 years.
Of course it’s not just because of the availability of data, it’s also because the world is watching—and responding—when CEOs behave badly (Uber).
But I digress.
The fact is, no matter the size of the team or industry, the wind of change is here. Marketing is shifting to a revenue center—a role once reserved for Sales alone—and marketing leaders must create new business, expand existing business, and consistently drive growth.
So what do revenue-focused marketers do that’s so different? Let’s focus on three things.