Last week, along with 250 other marketing professionals, I had the pleasure of attending the ICT Marketing Directors’ Club (CMIT) annual Forum in Paris.
This association of mainly French-based, marketing and communications professionals from dozens of small to large technology companies includes marketing directors from international firms like Adobe, Alcatel-Lucent, IBM and Sharp.
This year’s forum focused on the main challenges and opportunities in marketing over that past 10 years. In particular, the topics discussed dealt with various outbound marketing activities: Creating market positioning; Generating leads in the digital age; The challenges of channel marketing, and how to manage branding and reputation on and offline.
While the forum was very interesting and informative on the whole, examining the discussions more closely, the topics addressed related mostly to generating sales and business growth; an important yet partial function of the marketing practice.
The main part missing was the key role that marketing plays in generating client and market insights to direct strategy, to in turn create new value for customers, and ensure satisfied, return customers. This is the added value of marketing. (more…)