Digitalized and connected marketing: the key to success in companies
Posted: Mon Jan 20, 2025 10:41 am
Gartner highlights the role of new marketing to drive connections at different levels in companies
Carlos Guerrero, senior director at Gartner , stated during the Gartner Marketing Symposium 2021 that “it is time for marketing leaders to assume their role of serving the creation of vital connections in the company.”
To this end, Guerrero referred in his speech to a transformed marketing, in which marketers must align their day-to-day activities with those of other professionals, as well as with the changing needs of customers.
In the current context, marketing, more strategic and connected to its environment than ever, is key to the success of large organizations.
Marketing for cross-functional collaboration
According to Gartner, 90% of CEOs believe that the ivory coast whatsapp data Covid-19 crisis has increased the need for cross-functional collaboration.
Departments - CatalogPlayer
In recent publications, the same company claims that the marketing department is best prepared to carry out collaboration between different departments, a need of many of today's companies.
Why the marketing department?
Mike McGuire, VP Analyst at Gartner , explains it this way: “Marketers are the voice of the customer” and says that they “are in a unique position to collect, interpret and analyze information about customers” so that they can see how the company’s decisions affect the customer experience.
Nowadays, the marketing team must use this privileged position not only to create content for its department, but also to enhance the work of others involved in the company's actions.
To do this, as Guerrero pointed out in his speech, it is essential that marketing leaders “explore new ways to revitalize connections between all stakeholders .” This includes the company, customers, collaborators and employees.
Two iPads - CatalogPlayer
How has marketing changed?
The impact of COVID-19 has confirmed that entities that opt for digitalisation are the best able to ensure the continuity and resilience of their business.
As we have seen, in the current situation it is essential to find a transversal strategy that involves all departments. The transformations in marketing practices have brought companies advantages beyond the department itself:
Digital resources help the marketing team generate up-to-date content that Sales can use for sales actions. Digital tools allow for agile and automated communication of content between marketing and other teams, which translates into greater efficiency and productivity.
Thanks to this connection capacity, it is possible to detect which communication elements give the best results and combine the channels to offer the regular customer an improved experience - thus enhancing loyalty - or attract new customers.
Finally, the brand image that generates marketing for the external recognition of the company. Showing itself as a company adapted to the new technological reality attracts clients, investors, suppliers, etc.
And in all this , the importance of Marketing taking a step forward and leading the connections between the different stakeholders is once again highlighted .
To take advantage of these opportunities, collaboration between departments and spreading a company-wide mindset that understands the benefits of new solutions and processes is key.
Carlos Guerrero, senior director at Gartner , stated during the Gartner Marketing Symposium 2021 that “it is time for marketing leaders to assume their role of serving the creation of vital connections in the company.”
To this end, Guerrero referred in his speech to a transformed marketing, in which marketers must align their day-to-day activities with those of other professionals, as well as with the changing needs of customers.
In the current context, marketing, more strategic and connected to its environment than ever, is key to the success of large organizations.
Marketing for cross-functional collaboration
According to Gartner, 90% of CEOs believe that the ivory coast whatsapp data Covid-19 crisis has increased the need for cross-functional collaboration.
Departments - CatalogPlayer
In recent publications, the same company claims that the marketing department is best prepared to carry out collaboration between different departments, a need of many of today's companies.
Why the marketing department?
Mike McGuire, VP Analyst at Gartner , explains it this way: “Marketers are the voice of the customer” and says that they “are in a unique position to collect, interpret and analyze information about customers” so that they can see how the company’s decisions affect the customer experience.
Nowadays, the marketing team must use this privileged position not only to create content for its department, but also to enhance the work of others involved in the company's actions.
To do this, as Guerrero pointed out in his speech, it is essential that marketing leaders “explore new ways to revitalize connections between all stakeholders .” This includes the company, customers, collaborators and employees.
Two iPads - CatalogPlayer
How has marketing changed?
The impact of COVID-19 has confirmed that entities that opt for digitalisation are the best able to ensure the continuity and resilience of their business.
As we have seen, in the current situation it is essential to find a transversal strategy that involves all departments. The transformations in marketing practices have brought companies advantages beyond the department itself:
Digital resources help the marketing team generate up-to-date content that Sales can use for sales actions. Digital tools allow for agile and automated communication of content between marketing and other teams, which translates into greater efficiency and productivity.
Thanks to this connection capacity, it is possible to detect which communication elements give the best results and combine the channels to offer the regular customer an improved experience - thus enhancing loyalty - or attract new customers.
Finally, the brand image that generates marketing for the external recognition of the company. Showing itself as a company adapted to the new technological reality attracts clients, investors, suppliers, etc.
And in all this , the importance of Marketing taking a step forward and leading the connections between the different stakeholders is once again highlighted .
To take advantage of these opportunities, collaboration between departments and spreading a company-wide mindset that understands the benefits of new solutions and processes is key.