And to summarize from my original post in January: The rules of engagement are changing, but the rules of marketing accountability are changing more quickly. Measurement and analytics bring job security to the marketing function; particularly when traditional antiquated thinking and manual systems are failing to deliver a competitive advantage in any economy.
Marketing automation tools can help automate the process of optimizing marketing effectiveness and more importantly help marketers demonstrate their impact on top and bottom line results. The question every marketer should be asking is “How do I maximize my value to the organization?” If the answer involves demonstrating results or linking performance to top or bottom line organizational objectives, then it might be time to start embracing a marketing automation initiative. Don’t wait much longer to get started… it could cost you your job. Instead, adopt marketing automation within your organization and ask your boss for a bonus based on qualified leads.
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Tags: Job Security, Marketing Automation
