Marketers have seen their jobs transformed over the past ten years. The transformation is happening again — but faster this time. According to The Economist Intelligence Unit's survey of 478 high-level marketing executives worldwide, sponsored by Marketo, more than 80% say they need to restructure marketing to better support the business. And 29% believe the need for change is urgent.

1. The not-so-
distant future
of marketing.

2. In the beginning, there was
the marketing funnel…

3. …Now there’s the always-on
consumer-led economy.

4. Be bold.

5. Marketing expenditures
now total $1 trillion globally
*Source: McKinsey & Co.
Three out of four CEOs agree:
marketers “are always asking for more
money, but can rarely explain how
much incremental business
this money will generate.*”

6. Our Study
Six marketing visionaries:
• Seth Godin, author
• John Hagel, Deloitte Center for the Edge
• Gavin Heaton, the Disruptor’s Handbook
• Aditya Joshi, Bain
• Marc Mathieu, Unilever
• Jim Stengel, former CMO of P&G
A global survey:
478 CMOs and senior marketing executives
• 33% North America
• 30% Europe
• 29% Asia-Pacific
• 9% Latin America & Africa
52% with revenues of over $500 million,
20% with revenues higher than $5 billion

7. 29% say the need for change is urgent.
More than 80% of marketing executives
worldwide say they need to restructure
marketing.

8. Be bold.
Marketers point to fiveareas of
dramatic change.

9. Be bold.
Marketers point to six areasof dramatic change.
1. From cost center
to revenue source
80% of companies will
classify marketing as a
revenue driver in 3-5 years.

10. 2. Lead the customer experience
75%of marketers say they will be responsible
for the customer experience in 3-5 years.

11. 3. A shift in customer engagement
78% relate engagement to sales
22% related engagement to brand*
*These are the marketers least likely to
think that marketing needs to change.

12. EBAY E-TRADE
READINESS INDEX
12
4. Marketers need to retool first
Top skills in demand:
• Digital engagement
• Marketing operations &
technology
• Strategy and planning

13. 13
5. Digital anddata dominate investment
75% of investments focused on reaching
customers through social, mobile and e-mail.
25% focused on analytics to knit together
data from different channels.

14. Remember to be human
And a sixth
Don’t forget to be human.
And I’ll throw in a sixth

15. The survey was conducted with the Economist
Intelligence Unit’s Opinion Leaders Panel,
made up of more than 100,000 global
executives.
Read the full report here

16. VIDEO CONTENT ADVOCACY ADVERTISING EVENTS RESEARCH
Jeff Pundyk
VP Content Solutions and Strategy
@jpundyk