Steve Farnsworth, CMO at The Steveology Group, shared his thoughts on the changing role of marketers in a recent video interview with Jeff Pedowitz. Jeff asked if marketing executives were changing how they organized their teams around content. Steve replied: “Not yet, unfortunately, not as much as I think will happen. When you look at small organizations doing content, while they have the flexibility and agility to do it, they don’t tend to have the skill sets, maturity or the bandwidth to pull it all together. In the big organizations they tend to fall into this thing where they have experts; they hired experts in their fields. And so the PR person tends to focus on the PR stuff, and the social media person focuses on the social media stuff and so on. Even the editor who does a lot of the content isn’t tying what they do, based on the analytics, into the revenue goals. So its not quite coming together yet and I think its a challenge. You are going to see more flat organizations, and organizations that are less siloed because everybody is being judged on the same outcome and being forced to work more in groups. We still have a long ways to go in blending the art and science of marketing.”
In the video, Steve also discusses the changing role of modern marketers, what skills are required to make the shift from traditional marketer to modern marketer and shares his views on what a successful modern marketing organization should be and how using the funnel helps them to achieve their goals on their marketing journey.
About Steve Farnsworth
Steve has over 14 years as a senior marketing executive. He is the Chief Marketing Officer of The Steveology Group. A content marketing for demand generation agency serving high tech B2B organizations. Steve has worked with everyone from funded startups to midsize and large companies. He has worked with them to develop and implement multi-media marketing programs that increase inbound leads and grow brand reputations. These programs integrate into existing activities and can form a foundation to launch new content programs.