XChange 2014: 8 Channel Marketing Trends And Best Practices


1. The Role Of Marketing Has Changed

Ten or 15 years ago, Newnam said, marketing was seen as a frivolous part of the business. But today, it's much more important for solution providers to get their brand out and differentiate themselves. Marketers now have an opportunity to help build the company -- but they have to justify their importance. "You have to elevate the conversation," Newnam said. "You have to earn a seat at the table [with sales and C-level executives]."