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Posted by Laura Ramos on November 19, 2013
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.
Recently I had the opportunity to explore how B2B marketing leadership has experienced change during the past few years. While the pace of change feels extreme, most marketing leaders are energized by what they see as new opportunity for marketing to take a more strategic leading role. To keep up, I recommend marketing leadership adopt four key leadership habits:
To explore this evolution further, check out this blog post from our friends at Vocus who engaged me to share our findings on the B2B CMO evolution last week. And let me know, "What do you plan to do to evolve your marketing in 2014?"
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