How to adapt your marketing to a changing landscape - N°33

Hi everyone,

Wondering how to adapt your marketing to a changing landscape? Check out some answers in the TheMarketingOrchestrator N°33.

Here is an overview of the curated content:

The truth about marketing is that it remains hard <1>. But marketing gets even more complicated nowadays, too and numerous challenges must be tackled <2>. This situation explains how multidisciplinary skills are reshaping the role of the CMO and senior marketers <3>. In addition, adapting to the changing landscape, rethinking the marketing division and adopting different structures may be meaningful <4>. However, before changing anything, assess your marketing gap first <5>.

Happy to read your comments!

#marketing #marketingfuture #marketingstrategy #trends #cmo

<1> The truth about marketing: it remains hard

A relevant recall of why marketing is the most challenging role in a company, according to Dr Koen Pauwels hosted by John James for the Champagne Strategy podcast (August 2022):

"It's incredibly hard because you are trying to influence human behaviour” - Dr Koen Pauwels.

PS: I can only recommend all marketers to follow Dr Pauwels on Linkedin as he shares numerous qualitative pieces of content about the current marketing challenges.

<2> The changing face of marketing: the most significant challenges and how to tackle them

In 2023, the marketing sector faces four main challenges, particularly CMOs and senior marketers, as the Digital Marketing Institute states in an article published last summer. Those include: 1) delivering more significant ROI on marketing budgets, 2) unlocking the power of data to drive growth, 3) attracting new talent to the marketing team, and 4) integrating traditional and digital marketing. The article emphasises the importance of digital marketing channels and data in driving business growth and revenue. However, there is a need for more digital skills and talent in the industry, which creates difficulties for companies. Indeed, to succeed in marketing nowadays, it is essential to combine technology and talent and to focus on enhancing customer experience and improving visibility in an increasingly competitive online space—tough times.

<3> How multidisciplinary skills are reshaping the role of the CMO (and senior marketers)

Peter Weingard, a global marketing executive, discusses on Linkedin the challenges experiencing modern CMOs, particularly the hyper-specialisation trend and the need for multidisciplinary skills. The author argues that while specialisation has benefits, it can limit a marketer's ability to manage unexpected situations and develop a broad understanding of marketing and business. The strength of a generalist as a marketing leader is their ability to synthesise information across specialisations to build strategies and lead organisations. The article concludes that marketing leaders are responsible for encouraging cross-disciplinary learning and breaking down specialist silos to develop future leaders with the necessary skills to lead organisations.

<4> Rethinking the marketing department: new structures for a changing landscape

The traditional marketing team structure is only sometimes suited for the new landscape where the impact of technology and the need for a customer-focused approach are rising. To navigate the changing context, Jodie Byass, Marketing Operations Director at Simple, provides a comprehensive guide toward new emerging structures around numerous quotes of senior marketers and marketing VPs. I especially recommend the chapters related to centralisation as a key trend, the example of segment-driven structures, the emergence of the marketing technologist role, the use of hubs to foster innovation, and the confirmed rise of agile marketing.

<5> How to assess your marketing gap: back to the basics

Published on Linkedin, the article explains the concept of gap analysis in marketing, which is a simple but efficient way to check and adjust your marketing. It provides a six-step approach to identify and address the gaps between your current marketing performance and your desired goals. The steps include assessing your current situation, identifying and prioritising your gaps, developing your action plan, implementing and monitoring your plan, and evaluating and optimising your strategy.

Good to know: this article published on Linkedin was generated by… AI.

PS: Unless otherwise stated, all the pieces of content were published in the last two weeks.

If you reach these lines, it means you read my newsletter: thank you!

I hope you enjoyed it.

Happy to read your comments!

Lucie.