how constant change is affecting today's marketers
DESCRIPTION
At a recent RBA marketing leaders gathering, The Marketing Quarterly, Kara Wallace, Director of Strategic Marketing for M. A. Mortenson Company, talked about the constant change felt by modern marketers. In her presentation, she discusses managing change and shares both challenges and strategies that marketing leaders are using to navigate change today. The Marketing Quarterly is a gathering of Minnesota Marketing Leaders facilitated by RBA. (rbaconsulting.com; @rbaconsulting)TRANSCRIPT
% of Marketing Conferences
last year where someone
quoted Darwin
95%
@KaraLWallace
"It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change."
- Charles Darwin (1809 - 1882)
Now taken as a given:
Amount
Speed
Constancy
of Change taking place
in marketing
@KaraLWallace © 2014 Kara L. Wallace
HAPPY NEW YEAR!!!
HAPPY NEW YEAR!!!
HAPPY NEW YEAR!!!
Measure soc ia l
media l ike PR
– no one
expects a sale
f rom an ar t ic le ,
but you might
be able to star t
a new
re lat ionship /
thought
leadership
METRICS:
CYCLE
You Win…a New Job Description!
Photo: The Price is Right www.cbs.com @KaraLWallace
You’re a Publisher!
@KaraLWallace Article: http://www.forbes.com/sites/christacarone/2013/07/25/content-marketing-a-playbook/
You’re a Tech Expert!
(that would be 2017)
@KaraLWallace
17 ATK Public
Stereotypical Culture Clash
Left Brain
Risk Averse
Thoughtfully Thorough
Right Brain
Risk Welcoming
Need for Speed
IT Marketing
Source: Metis Strategy Research
Presentation by Jeff Kubacki, CIO
You’re a Change Manager!
Instead of IT, should HR be marketing’s
new BFF?
@KaraLWallace © 2014 Kara L. Wallace
Marketers need to build a content and messaging strategy… to demonstrate that despite all of their learning on their own, they have missed something materially important to the performance of their business.
-Brent Adamson, The Challenger Sale
Pick Your Challenge!
Photo: The Price is Right www.cbs.com @KaraLWallace
How are you…
A) Determining the right roles?
B) Securing funding for new resources
needed?
> Writing job descriptions?
> What stays In-House vs. Outsourced?
How easy/difficult have you found selling all of
this to C-Suite?
@KaraLWallace © 2014 Kara L. Wallace