But the Internet has democratized consumerism. People realized they had a voice. Marketing has had to move away from increasingly pretty and creative means of advertising; he had to research what was going on and learn about today's consumer. And as technology evolved, marketing could track customer journeys and create accurate behavior-based personas. Teams could buy email list automate many manual tasks, such as sending emails and inserting into inboxes at the right time. Arguably, the shift of marketing from cost center to revenue generator has followed the growth of technology and the growth of marketing operations as an integral part of the internal team. The practice of marketing is increasingly technical and data driven.
Analytics is at the center of all decisions. Naturally, with marketing transformation comes a need to transform those long-held beliefs that this department is buy email list burning money with no real return beyond a few Cannes Lions. "The journey to a more strategic, revenue-generating marketing organization requires skills, analysis, alignment, and strategic direction," writes Jerry Rackley for Vistage. “However, when asked to improve marketing performance, most marketers don't provide that list. Instead, the three most frequently cited changes perceived to help the marketing team improve performance are ongoing demands: more people, more funding, and more systems or infrastructure.
Rackley says that instead of asking for more staff, marketers should focus on investing in four key areas: skills, analytics, alignment and strategic direction. “These 4 recommended investment areas – and the systems that enable them – are the cornerstones of buy email list building a marketing team that is a true center of revenue. Investing in skills, analysis, alignment and strategic direction will get marketing a seat at the decision-making table, and keep it there. The marketing organization that gets these vouchers will have adequate marketing staff and funding because the business case is easy to make when it is based on measurable results. »Three people discussing business with paperwork and laptop Image credit