By now, it’s clear that what it means to be a marketer has changed. As a discipline, marketing is more data-driven, more dependent on technology, more accountable to outcomes.
But the nature of the work has also changed. Yesterday’s campaign-driven projects with their long lead times, well defined scope and clearly delineated beginnings and ends are giving way to something more organic and continuous, something more fluid, even improvisational.
But marketing organizations, by and large, are still organized around a campaign-driven cadence.
As part of the adaptation, marketing leaders are often told their organizations should look more like newsrooms. But what in the world does that mean?