There's a tension in marketing today: The customer journey is emotional. Working the tools of marketing is technical. How many marketers are suited to balance those correctly? Not Batman.
"When your agenda is the entire company's agenda, that is a different way to think," said Phil Fernandez, chairman and CEO of Marketo. "You're now driving the entire company's agenda." ... Or are you? The thing about all these new roles for marketers is that a lot of them don’t necessarily need to be in the hands of marketers.