Did you know that 80% of all marketers say their organizations will need to undergo dramatic changes in the next 3-5 years in order to keep up with increased technical and consumer demands? Join Jeff Pundyk, GVP at The Economist, and Sanjay Dholakia, CMO at Marketo, to learn more about a recent survey conducted by The Economist Intelligence Unit of over 500 CMOs at blue chip companies including MasterCard, Virgin America, Wells Fargo and Zipcar. We will explore what is top of mind for these marketing executives and key trends including how: • Marketing will take the lead in owning the customer experience • Personalized engagement is becoming paramount to building lifelong relationships • Digital and data technologies will dominate marketing investment • Marketing will increasingly be seen less as a cost and more as a source of revenue

1. The Rise of the New Marketer:
The Economist’s Findings on Key Trends
Jeff Pundyk
GVP, Content Solutions
The Economist Group
Sanjay Dholakia
CMO
Marketo

2. The not-so-
distant future
of marketing.

3. Be bold.

4. In the beginning, there was
the marketing funnel…

5. …Now there’s the always-on
consumer-led economy.

6. 29% say the need for change is urgent.
More than 80% of marketing executives
worldwide say they need to restructure
marketing.

7. Be bold.
Marketers point to fiveareas of
dramatic change.

8. Be bold.
Marketers point to six areasof dramatic change.
1. From cost center
to source of revenue
Four out of five companies
will classify marketing as a
revenue driver in 3-5 years.

9. Marketing expenditures
now total $1 trillion globally
*Source: McKinsey & Co.
Three out of four CEOs agree:
marketers “are always asking for more
money, but can rarely explain how
much incremental business
this money will generate.*”

10. 2. Lead the customer experience
75%of marketers say they will be responsible
for the customer experience in 3-5 years.

11. 3. A shift in customer engagement
78% relate engagement to sales
22% related engagement to brand

12. EBAY E-TRADE
READINESS INDEX
12
4. Marketers need to retool first
Top skills in demand:
• Digital engagement
• Marketing operations &
technology
• Strategy and planning

13. 13
5. Digital anddata dominate investment
75% of investments focused on reaching
customers through social, mobile and e-mail.
25% focused on analytics to knit together data
from different channels.

14. Remember to be human
And a sixth
Don’t forget to be human.
And I’ll throw in a sixth