Thrive Insights on Modern Marketing

Creating value for customers in today's digital marketplace requires marketing to modernize its capabilities and ways of working.

In today's rapidly changing market environment, marketing performance depends on delivering customer value. Yet, we are all met with increasing complexity.

Externally, ongoing digitalization continues to change the competitive landscape and disrupt markets. With the rapid advancement of technology, new ways have emerged to engage customers and collect data. Customers expect real-time, constant access to information from their companies as well as a more personalized experience. Internally, many organizations are functionally siloed with lengthy and complex go-to-market models hindering continuous customer delivery.

However, despite the rapid changes, marketing's charter remains the same. In fact, it has become a significant growth driver. In a recent McKinsey survey, 83 percent of global CEOs said marketing drives most or all of their company's growth.

To accelerate marketing performance, marketing must become a proactive, agile, and customer-centric organization - one that embraces rapid experimentation and learning as a way of working. In order to create business value, we must learn what the customer values.

The essence of modern marketing lies in its ability to harness your people, your marketing technology, and your data to anticipate and meet your customers' needs at every stage - and to do so in a way that promotes continuous learning.

Modern Marketing defined.
 
Modern marketing organizations have rewired themselves for customer-focus, rapid experimentation, and learning to unlock greater value for their customers, to stay competitive and relevant, and thrive.?        

To do this well, organizations will need to shift how they work, improve marketing accountability, and conduct more disciplined experiments and measurements, as well as develop structured ways to understand who their customers are, how they behave, and what they need.

For further reading:

Selling Beyond the Buyer's Journey

Beyond Marketing: The Value of Cross-Functional Teams in Building Customer Intimacy?