In the April/May issue of CxO Forte partner Jan Lagast wrote an article on the future role of marketing managers in industrial companies. Jan claims that their function will change fundamentally in Industry 4.0.
If B2B companies want to play a leading role in Industry 4.0 their marketing managers will have to put more effort into corporate branding. In the past industrial companies could limit their sales and marketing efforts to direct sales targeting a couple of large companies. With Industry 4.0 marketing, branding and a strong industrial brand identity have become key factors for success.
Jan firmly believes that a bright future is reserved for the marketing managers who can deliver these success factors. Two conditions to do that: budget and the ability to change focus from managing their own marketing team to inspiring the whole company.