In an effort get ahead of the curve, I’ve been looking at the strategic advice that Forrester’s Marketing and Strategy (M&S) analysts are giving to their clients in marketing roles. This is in the hopes that we can help EA practices better communicate, plan, and align to what their marketing leaders are thinking – but aren’t necessarily communicating.
What I’m finding is that your marketing team is strategizing for an odd future: An era of precognition, driven by an undeniable and powerful consumer trend: The emerging base of consumers value relevancy over privacy. They’re willing to trade privacy for new services – and their inventory of sellable secrets grows while their avenues for selling them become wider. If you’ve guessed this has something to do with mobility, you’re right. What I’m finding our M&S analysts recommending is not only interesting (and in some ways terrifying), but could have an overwhelmingly positive impact on an EA practice’s value to the organization, bringing it closer to tangible revenue contribution. But only EA practices ready to accept this new mission will see this benefit.
Translating the guidance from Forrester’s M&S analysts, there are five things that EA leaders must think about if they are to enable this future: