Before diving into this article, check out Peter’s recent conversation on the CMO Convo Podcast below, powered by Invoca.
The marketing landscape has gone through some massive changes in recent decades. From my agency days to leading marketing at MicroStrategy, Demandbase, Replicant, and now Invoca, I’ve witnessed these changes firsthand. Marketing technology has exploded, AI is beginning to redefine how we work, and sales and marketing alignment has become more essential than ever.
Here, I’ll share key insights from my journey and discuss findings from our recent AI and B2C Marketing Report.
From IT gatekeeping to marketing “Frankenstacks”
Back in my Adobe days, acquiring new technology was a labyrinthine process. Everything went through IT. Marketing had to submit business requests, transfer funds, and hope to make it up the priority list—often behind finance, sales, and even HR.
The advent of cloud-based applications revolutionized this process. Marketing teams could bypass IT, adopt tools quickly, and scale with ease. However, this led to an unintended consequence: the rise of marketing “Frankenstacks”—disparate systems that didn’t always integrate well.
The lesson here is clear: marketing technology should simplify the buyer journey, not complicate it. At Invoca, we focus on maximizing the value of existing tech stacks by integrating first-party and zero-party data into platforms like CDPs and Google Ads.
AI: From hype to operational excellence
AI’s impact on marketing has been profound. When we released this year’s AI and B2C Marketing Report, it was clear that marketers had moved beyond fear and hype. Optimism is up, with 93% of marketers reporting positive experiences with AI tools. Many now see AI as a force that makes their work more effective and easier.
Marketers are leveraging AI for everything from content generation to media mix modeling. This has directly translated to results, with 80% of marketers reporting increased ROI. AI is not just about efficiency; it’s about making better decisions that drive revenue.
Despite its benefits, AI isn’t without pitfalls. Governance will be critical as organizations grapple with data privacy and ethical usage. While the speed of AI adoption is exciting, we’ve got to balance enthusiasm with caution.
Sales and marketing: A united front
Historically, B2B marketing teams often clashed with sales over lead quality and volume. The rise of account-based marketing (ABM) forced alignment, but B2C companies have lagged behind. This is now changing. The focus is shifting from campaign metrics like clicks to revenue impact, bringing marketing, sales, and contact center teams together as a unified revenue team.
AI is playing a pivotal role in bridging these teams. At Invoca, we use AI to connect online and offline buyer journeys, integrating call data into platforms like Google Ads and CDPs. This not only streamlines the journey but also empowers marketers to optimize campaigns with actionable insights.
Practical steps for better alignment
- Frequent communication: Don’t settle for a monthly meeting. Understand each team’s challenges and share market insights regularly.
- Shared metrics: Align on core goals. When marketing focuses on efficiency and sales focuses on revenue, alignment becomes impossible.
- Accountability and transparency: Foster honest conversations without falling into an accusatory dynamic. Shared KPIs ensure mutual success.
Final thoughts: Marketing as a revenue driver
Marketing is no longer a siloed function. It impacts every aspect of an organization, from sales to R&D to finance. To succeed in today’s landscape, marketers must think beyond their immediate goals and align their efforts with broader organizational objectives.
For a deeper dive into these topics, I encourage you to check out Invoca’s AI and B2C Marketing Report. If you have thoughts or questions, connect with me on LinkedIn—I’d love to continue the conversation.
Listen to the full podcast episode to hear more insights and actionable advice!
