"In the next year, marketers will need to ask themselves just how well their sales and marketing technologies play with one another, and to rethink the kind of view they're afforded into their business operations. Marketers ought to think about ways they can augment and optimize their marketing efforts by drawing in data from other systems—HR, accounting, CRM," says Paige Musto, director of corporate marketing for Beaverton, Ore.-based marketing automation platform Act-On Software.
Faced with this Big Q, many of our experts saw young marketers leading the way, turning the discipline away from labels and silos, and toward a naturally integrated way of communicating.
"The most exciting development in marketing today is the level of sophistication and understanding marketers have as modern marketers," says Qaqish. "We now have an entire generation of young marketers who get that marketing is about data, technology, the customer and revenue."
"I suspect the best direct marketers don't even think of themselves as direct marketers," says Omer Artun, Ph.D., CEO of Mountain View, Calif.-based predictive marketing platform AgilOne. "They've made a shift in culture and strategy to see themselves as true relationship marketers. They take advantage of predictive marketing, leveraging all sorts of new and growing customer data to ensure every interaction is specialized. "