The mandate for marketers has changed from being “chief storytellers” to “drivers of growth,” according to Liz Miller, vice president and principal analyst at Constellation Research focusing on the chief marketing officer. Miller shared those thoughts in a recent CX Decoded podcast.
Now try to do that in a pandemic, where consumer habits changed drastically along with ways in which of us get work done. It’s been a challenging 12 months or so for marketers: pulled away from their teams, buried in spreadsheets, data and analytics in a pro-digital world and challenged to make their marketing technology stacks work better than ever. All the while, there are the headlines of marketing and agency teams being cut throughout the pandemic, if there wasn’t enough pressure.