In the McKinsey Quarterly article, "We're all marketers now," the authors (Tom French, Laura LaBerge, and Paul Magill) outline how over the past 10 years, the power and effectiveness of traditional "push" marketing has become increasingly irrelevant.
To adapt, companies have added other marketing touchpoints such as social media. However, as product performance information can be shared at the speed of light, the actual customer experience has become the coin of the marketing realm, forcing companies to focus on delivering a quality product.
"At the end of the day, customers no longer separate marketing from the product—it is the product. They don’t separate marketing from their in-store or online experience—it is the experience. In the era of engagement, marketing is the company."
As a result, companies are discovering that every person and department with any connection to the customer experience is part of the marketing function. B2B companies need to know that the marketing department can no longer control all customer touchpoints.
"...companies need to become marketing vehicles, and the marketing organization itself needs to become the customer-engagement engine, responsible for establishing priorities and stimulating dialogue throughout the enterprise."
According to the authors, the biggest obstacle companies face in becoming more marketing oriented is organizational, not conceptual.
To accomplish the necessary organizational change, B2B companies should consider restructuring their marketing around 4 key dimensions:
Click the following link to read the full article, We’re all marketers now.