The study results are insightful, encouraging, and exciting. Why? Because when you step back and look at the overall big picture, it tells me that, more than ever, marketing is in charge and the future is really, really bright for marketers everywhere. We are at the center of business and if we make the right investments we are going to find ourselves setting strategy, driving revenue, and shaping the future of our own organizations. A real “Marketing First” world. A few of my highlights: - Over 80% of all marketers say that their organizations will need to undergo dramatic changes in order to keep up with increased technical and consumer demands 68% of marketers feel they are viewed as a cost center today; however that is going to shift dramatically. In fact, in three to five years, 80% of marketers say they will be seen as driving revenue for their companies - While roughly a third of all marketers say they own the customer relationship and engagement today, that shifts dramatically in three to five years as nearly 75%(!) of marketers say that they will own end-to-end customer engagement - Marketers’ #1 investment over the next 12 months is in making a shift to digital marketing and engagement; perhaps not surprisingly, they also say that the top 2 areas of skill development in their organizations are in the areas of Marketing operations/technology and digital engagement. - The importance of data and technology to make these shifts can’t be understated with more than 80% of marketers saying they will use data and technology to connect with customers and engage them in a conversation to build advocacy and trust over the next three years. Get the full story at the Marketo or download the full report at Marketo (free registration)