Marketing’s Seismic Shift
Driving shareholder value is no longer a sufficient answer. We expect companies to be corporate citizens—to take responsibility for their impacts on the environment, their customers, their staff, and their communities.
Looked at another way, marketing is about inspiring customers, sales is about informing them (answering their questions and asking smart and supportive ones back), and customer service today is about engaging them (building relationships).
Breakthroughs for one organization can often be shared by others. In the context of major societal challenges, why would you be proprietary about your breakthroughs?!