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What is marketing today, and what isn't anymore

The time to make the marketing power up for the future is now. The growth and new horizons will be worth it. To future-proof an organisation, a company’s entire business now needs to be driven by marketing. It can no longer be siloed and treated as a department.



Today, the concept of marketing is less specific and more distributed than in the past. From the organization perspective, everything is marketing and everybody in a company is a marketer. A business strategy has to converge with the marketing strategy and permeate everything from the business model and go-to-market strategy to brand positioning and consumer engagement.


“Marketing is not a function, it is the whole business from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.” - Peter Drucker

Accelerated growth. It’s what every company wants, isn’t it?

Driving growth, especially for marketers, is a metric that counts the most: the growth of a brand, growth of value creation, growth of a business. And along the way you build, unbuild and rebuild collaboration to deliver multi-stakeholder and multi-channel integrated product and band narrative.

As the concept of brand and marketing is less specific and more distributed than in the past, we learned a lot about uncertainty. Uncertainty results from the fact that events in the future do not follow the course of past events, and knowledge of the future is always incomplete.


Moreover, we are in the midst of the Fourth Industrial Revolution. Driven by a fusion of technologies blurring the lines between the physical and digital worlds, it is the time of dramatic change sparked by incredible innovation and entrepreneurship.


Today, the concept of marketing is less specific and more distributed than in the past. To future-proof an organisation, a company’s entire business now needs to be driven by marketing. It can no longer be siloed and treated as a department. Everything is marketing, and everybody in a company is a marketer. A business strategy has to converge with the marketing strategy and permeate everything from the business model and go-to-market strategy to brand positioning and consumer engagement.


Prepare for even more upheaval in digitisation, advanced analytics, and artificial intelligence - be ready for the sizeable marketing leap at the opportunities it creates and steps to making the impossible possible.

  • Accelerate mindset leaps

  • Embrace and adapt to exponential change

  • Converge business and marketing strategy

  • Design organisation in the future-made business

  • Collaborate with all types of diversity by strong partnerships


The time to make the marketing power up for the future is now. With the marketing power-up, you employ four mindset leaps to enable change and unlock the full potential of modern marketing. The growth and new horizons will be worth it.



In a growth mindset, people understand that they can develop their talents and abilities through effort and persistence. They don’t necessarily think everyone’s the same or anyone can be Einstein, but they believe everyone can get smarter if they work at it.


The value of a human-centric mindset is agile work and behaviour in an unpredictable modern world - to understand the wants and needs of individuals, specifically those humans experiencing the service or product, and involved in making it happen.


A benefit mindset builds on a growth mindset when we understand that we can develop our abilities, and we also understand we can transform towards a more caring, inclusive and interdependent perspective.


A collaborative mindset: to drive growth, marketing leaders must collaborate with all types of diversity and diverse areas of the company (from sales and product innovation to finance technology, and people management).


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