The role of marketing initially revolved around "doing stuff." Marketers were charged with tactical responsibilities including advertising development, production, promotion, logo development, etc. Marketing today is very different. Marketers are now responsible for outcomes, not outputs. As such they must now understand the corporate business strategy and help translate that direction into projects which help to achieve corporate business objectives. Marketers must also be accountable for the dollars invested in programs and be able to demonstrate their ROI.
This session highlights the findings of the latest joint research from ANA/BtoB Magazine; specifically, it provides insight into how marketers have moved from being primarily marketing communicators to becoming business leaders as they evolve into the force that connects marketing to business strategy.
Moderator: Michael Palmer, Executive Vice President, Member Relations, ANA
Panelists: Rod DeVar, Manager, Advertising & Promotion, United States Postal Service
Bob Durstenfeld, Director, PR and Investor Relations,RAE Systems;
Beth Stelluto Dunaier, Senior Vice President, Charles Schwab & Company, Inc.
Source
"Connecting Marketing to Business Strategy." Moderator: Michael Palmer, EVP, Member Relations, ANA. Panelists: Rod DeVar, Manager, Advertising & Promotion, United States Postal Service; Bob Durstenfeld, Director, PR and Investor Relations,RAE Systems; Beth Stelluto Dunaier, Senior Vice President, Charles Schwab & Company, Inc. ANA Business-to-Business Marketing Conference, 03/27/08.