The Future of the Marketing Department

What will marketing look like in 2020?

Chief Marketing Officer, Huddle

Follow Chris on Twitter @chboorman

Meet Dr. Chris BoormanMeet Dr. Chris Boorman

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Time to transform?

2020

• The digital revolution struck with an unprecedented impact on business operations

• Marketers live at the vanguard of these changes Social engagementMobile deploymentCompelling contentAnalytics for everything

• Flash forward seven years. What does the marketing department of the future look like?

2020. Time to transform?

1 Skills & workload

• “Always on” society

• Drip marketing Content will pour out like water from a faucet

• Multi-skilled marketers will control and manage multiple projects

• Marketing will be organized around the customer, not products and channels

Skills & overload

3 2Recruitment & training

• Marketing becomes a scienceCompelling, personalized content will be based on deepanalytical knowledge

• Training will be flexible, more relevant, and on-demandFace-to-faceClinicsWebinars

• Marketers will need to imagine, track, and measure ROI

Recruitment & training

3Communications

• Team silos will vanishCross-functional becomes the normInternal and external become the norm

• All technology shifts into the cloudFocus turns to “getting the job done”Content will be intelligently delivered automatically—no need to search.

Communications

4The role of the agency

• More necessary than everNot disappearing or remaining the middleman

• A trusted partner with critical knowledgeAn arm of your marketing team

• Responsible for processing essential assetsDigitalAnalyticalContent

The role of the agency

5Working with sales

• The waterfall disappearsReplaced by digital and interpersonal dialogue

• Balance of power shiftsCustomers are far more knowledgeable 70% of selling happens through marketing, before sales teams engage

• Technology is adopted Marketing teams embrace emerging technologies, vs. sales teams remaining unconvinced

Working with sales

The evolution of6

• Your prospect database moves into the cloudLinkedInFacebook

• Traditional email dies

• 2-way digital dialog rules

15% 12% 9%

11%9%

6%

19%21%

14%

55% 58%71%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2009 2010 2015

Web

Direct Mail

Email

Events

Source: Sirius Decisions (December, 2010)Sirius Perspective: “The reality is that prospects find you when they’re ready; effective inbound marketing makes you easier to find.”

The evolution of email

The role of technology7

• Digital dominatesDeep understanding through analyticsAutomated personal engagement happens across social communities

• Everything is mobileTablets and smartphones evolve as the standardTraditional web interfaces die

The role of technology

Marketing teamworkin the cloud

Marketing teamwork in the cloud

Brave new cloud era:• Brings teams together—both internally and

externally• Scalable• Secure• Delivers content that matters• No need to search, relevant content finds

you• No need for IT support• Mobile and web platforms

Golden rules of more intelligent collaboration

1. Start small, then build

2. Stay focused on goals

3. Encourage immersion

4. Be inclusive

5. Share easily and often

6. Be mindful of deadlines

7. Don’t slip back into bad

habits

Join the world’s most intelligent organizations

Questions?Dr. Chris BoormanChief Marketing Officer, Huddle

@chboorman