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Outlook 2030 for Marketing and Sales

In: Performance Excellence in Marketing, Sales and Pricing

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  • Marc Helmold

    (IU, International University of Applied Sciences)

Abstract

Marketing, whether direct, digital or measured media, is increasingly fuelled by the power of technology, enabling marketers to realize multiple benefits in both marketing effectiveness and efficiency. Many marketers now find themselves working in more restrictive environments, faced with fewer resources and increased accountability. As such, many are focused on optimizing their return on marketing investment (ROMI) to improve marketing effectiveness, thereby increasing revenue, profit and market share, while maintaining overall marketing spend. These effectiveness objectives are typically a combination of short- and long-term goals, including branding, lead generation and customer relationship management (CRM), which are managed throughout the marketing process from development of strategic intent through campaign execution (Biegel, 2009). Changing consumer behaviour makes marketing effectiveness optimization increasingly challenging, as a result of the various and often unpredictable ways in which the consumer digests and reacts to media. This complexity is further compounded by a multiplicity of other factors:

Suggested Citation

  • Marc Helmold, 2022. "Outlook 2030 for Marketing and Sales," Management for Professionals, in: Performance Excellence in Marketing, Sales and Pricing, chapter 24, pages 263-271, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-031-10097-0_24
    DOI: 10.1007/978-3-031-10097-0_24
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