“The Sales and Marketing Continuum” is the first in a series of thought-provoking e-booklets provided by EMC’s Marketing Team. It contains food for thought for B2B marketers in the technology marketing space.

Content:

The sales funnel as we know it is no more. It has been replaced by an open funnel model in which customers and prospects navigate themselves. Companies need to move beyond the limitations of a closed marketing loop and adopt a more open loyalty loop model.

Customers today continually evaluate and re-evaluate their choices and that creates new challenges for companies today. Solving that challenge can be done by combining customer insights, marketing automation and contextual content. Consequently, marketing departments need to change: marketing is becoming more scientific driven than ever before.

A key stakeholder on this change journey is the Chief Digital Officer: an executive change agent that drives digitization throughout the organization. Fusing marketing and IT is one element in that. In a more open communication culture, trust is extended to many more internal and external stakeholders of the company.

Ultimately, the goal is for every officer (and every employee) to become a CDO. This is no small feat for companies, but making the shift

pays off: digirati companies are more profitable than their non-digirati counterparts. Not making the shift is not an option anymore: the road to digitization is inevitable.

The booklet contains the latest management insights on B2B marketing within the technology space and provides examples of how EMC moves towards digirati status.

Editor: Hélène Barnekow

Inspired by EMC marketers around the world - food for thought from a passionate marketing team.

Other editions in the NEXT Marketing series:
- Digital Marketing Heartbeat - coming soon
- New Marketing Organization - coming soon