“New Marketing Organization” is the third 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:

Technology and Social Media is changing our marketing big time and so the roles within our marketing teams are changing too. The ‘new marketer’ is a ‘marketing technologist’. Someone who combines holistic business thinking with a solid technological understanding and a specific in-depth expertise.

At the same time, we are facing an additional challenge: the expiration date of a skill is shortening. In order to stay relevant, individuals will have to develop ‘serial mastery’: the ability to learn and adopt new skills in the light of changing market demand. Putting these skills to good use will increasingly happen at more different employers.

Hence, organizations must change from static entities into fluid, networked entities. There are many advantages to this: information, intelligence and innovation all flow faster in networked organizations. The combination of open employee relationships, open careers, open leadership and open communication combined with connected people, connected projects, connected companies and connected systems can generate tremendous value. But although openness and connectedness greatly strengthen one another, when there is a hitch with either one, the effect can be severely weakening as well. Individuals and organizations alike will have to handle this complexity well in order to thrive in our totally networked world.

This is the setting for our third and last e-booklet on ‘Next Marketing’, in which we explore the challenges and difficulties of the new marketing organization. This is not about the marketing organization of tomorrow; this is about the marketing organization of today!

The topics covered in this e-booklet are:
- New skills for new teams
- Short on talent
- Generation Z
- The network organization
- Everything open (and connected)

The booklet contains the latest management insights on B2B marketing within the technology space and provides examples of how EMC redefined its marketing organization.

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:
- The Sales & Marketing Continuum – also available in the app store
- Digital Marketing Heartbeat – also available in the app store