This talk was delivered in the spring of 2017. Click here to access the deck.
Sales and Marketing are living in a world of bubbles. Shifts in society, culture, and demographics are signaling the end of core marketing tactics like content marketing and digital advertising as well as a collapse of marketing technology and big data programs. An over-dependance on gathering quantitative data and the total absence of qualitative data leaves marketers knowing what their customers are doing but having no idea why.
Going forward, effective marketing requires organizations develop a deep understanding of themselves and their customers. Marketers must build engaging and thoughtful creative based on self and customer understanding. And organizations must invest in product teams with the skills to build products and services people want to buy. The situation points to the need for companies to invest in the Chief Anthropology Officer.