There’s something in the air here in Cannes. Call it a buzz, call it anticipation, or call it a glimpse into the future of marketing.
This week, I’ve been meeting with more than 200 partner marketing executives at Cisco’s annual Marketing Velocity event. The conversation here is very much about our profession being at a massive inflection point – one where we can completely change the face of marketing and where it’s going.
What will change marketing’s role at the business table is the concept of revenue marketing – marketing as a true, accountable partner with the sales organization with the goal of driving growth. That means not only creating demand, but also accelerating the time to revenue. It means not only producing events that customers love, but also tracking how the event moved them along in their buying process.
Watch this video as I share my key takeaways for Cisco partners on revenue marketing.
Marketers still need to flawlessly execute campaigns. The opportunity, however, is to be more strategic in developing marketing plans and integrated campaigns that are in line with the business objectives, bursting with clear and compelling offers, and ready for our partners to execute.
For marketers, this means you are now essential to the market coverage model, and you are held accountable for business impact and ROI.
We’re also seeing that customers’ buying patterns are dramatically changing, and business buyers are behaving more and more like the consumer buyer. They’re researching their purchasing decisions online and through social media, and almost half of them have made a decision before they even call their sales rep. This means we have to change how we sell and market to them.
We are on the road to creating a social business. Social listening allows marketing to represent the customer and their voice. Marketing can lead this within a company, turning social and digital data into powerful knowledge about the customer on their buying journey. This has fascinating implications for social marketing and social selling.
We’ve recently announced Sherri Liebo as Cisco’s new Vice President of Global Partner Marketing, and Sherri and I agree it’s an incredibly exciting time to be in marketing. What better time to bring together marketing experts from our partners, Cisco, and the broader industry, with our commitment to help our partners position themselves for this bright future.
Through events like Cisco Marketing Velocity, we’re providing our partners with the tools, resources, and perspectives to do exactly that, while deepening our working relationships.
Keep up with all the action from this week’s event @partnervelocity and @cisco_channels, and be sure to use hashtag #mktgvelocity.