An old Chinese proverb says, “The best time to plant a tree was 20 years ago. The second best time is now.” While marketing may have previously trained its internal audience to expect a story all about demand creation, now is the time to revise that story. Tell a better story about the wider reach of marketing in the new customer-focused world that reflects its very meaningful contributions.
Megan Heuer is Vice President of Research at SiriusDecisions. With more than 20 years of industry and professional services experience, she has worked both in – and for – organizations to build a wide variety of collaborative sales and marketing deliverables that drive systematic, predictable growth. Follow Megan on Twitter @megheuer.