If companies are to thrive in this digital age — where buyers, empowered by technology, are in control — what should B2B marketing leadership do to evolve and survive the current pace of change?
Evolution is one of those great marketing clichés. The progression of man from ape to Homo sapien in five simple steps is one of those popular images most of us are guilty of using at one point to illustrate progressive change. But cliché also implies recognizable. Ask anyone to describe Charles Darwin's theory in one short sentence, and you will hear, "Well, it's about the survival of the fittest."
It's interesting to note, on the 154th anniversary month of the first publication of On the Origin of Species, that this description doesn't quite go far enough. What Darwin said was, "It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change." (Image source: Wikipedia shows the only image in the original publication of On the Origin of Species — Darwin's handwritten diagram showing how characteristics diverge over time.)
Listen up, B2B marketing leadership, this means you.