A new Economist Intelligence unit study found marketers see their influence rising within their companies. But with great power comes great responsibility. Check out a slide show with the results of the study, "The rise of the marketer."

1. Time for a change
The future of marketing
Source: The rise of the marketer: Driving engagement, experience and revenue.
EIU survey of 478 marketing executives; sponsored by Marketo.

2. Of executives worldwide
say they need to
restructure marketing,
and 29% think the need
for change is urgent.81%
The time for change is now
Source: The rise of the marketer: Driving engagement, experience and
revenue. EIU survey of 478 marketing executives; sponsored by Marketo.

3. Marketing has become a
significant item in the P&L, so
it is being challenged like
never before. It’s a great
opportunity.”
Raja Rajamannar, CMO,
MasterCard
The omnichannel marketer: Always on
Source: The rise of the marketer: Driving engagement, experience and revenue.
EIU survey of 478 marketing executives; sponsored by Marketo.

4. 0% 50% 100%
Will be seen as a
revenue driver in 3-5
years
Seen as a revenue
driver now
Will be seen as a cost in
3-5 years
Seen as a cost now
Agree
Disagree
79%
69%
65%
68%
Executives say marketing
is increasingly seen less
as a cost center, and
more as a revenue driver
for the business. That
impression will only grow
in the next 3-5 years.
Follow the money
Source: The rise of the marketer: Driving engagement, experience and
revenue. EIU survey of 478 marketing executives; sponsored by Marketo.

5. 75% of marketers expect to be responsible for the end-to-end consumer
experience within 3-5 years; the influence of sales and customer support
functions will drop at the same time
Marketers’ influence will grow
Source: The rise of the marketer: Driving engagement, experience and revenue.
EIU survey of 478 marketing executives; sponsored by Marketo.

6. The gap between what marketers used to do and what they need to do
today has never been greater. So is the need to upgrade skills.
What’s stopping you? The skills gap
Source: The rise of the marketer: Driving engagement, experience and revenue.
EIU survey of 478 marketing executives; sponsored by Marketo.
0% 20% 40% 60%
Creative/Graphic arts
Advertising/Branding
Customer experience/engagement
Demand generation/Customer acquisition
Data analysis
Strategy and planning
Marketing operations/Technology
Digital engagement
What are the top areas in which you need to develop skills?

7. Of marketers say they
will use data to better
connect with customers
in the next 3 to 5 years.
81%
The data and technology drive
Source: The rise of the marketer: Driving engagement, experience and
revenue. EIU survey of 478 marketing executives; sponsored by Marketo.

8. 80% of marketers say within 3 to 5 years, they will rely on technology
to develop brand advocacy and trust with consumers
Where the money goes
Source: The rise of the marketer: Driving engagement, experience and revenue.
EIU survey of 478 marketing executives; sponsored by Marketo.

9. The way forward is by testing and learning
Fail again, fail better
Source: The rise of the marketer: Driving engagement, experience and revenue.
EIU survey of 478 marketing executives; sponsored by Marketo.
“I encourage folks to take
risks day to day and month
to month. … We talk a lot
about what small bets
mean to the organization
and how to carry them out.
That means that we
celebrate failure as well as
success—and that’s OK.”
Brian Harrington, CMO,
Zipcar

10. To download the full report, “The rise
of the marketer: Driving
engagement, experience and
revenue” go to http://bit.ly/1zRPSOD
Check out more insights, research and viewpoints from marketing
leaders and The Economist Group’s experts on Lean back.
Want more? Check out www.economistgroup.com/leanback
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