Many marketing transformations seem to go really well until the leads start flowing to sales and get rejected, often because sales has a different idea of what leads are worth the effort and which ones are not.
As soon as you start to talk about transforming a workforce, most people immediately think about recruiting new employees. However, the bigger issue is retraining the employees you intend to keep — and keeping their skills sharp over the long term.
With the outrageous number of issues to consider, the never-ending stream of things that can be optimized, and so on, being a modern marketers is like living the lyrics of the Beastie Boys song ‘No Sleep ‘Till Brooklyn’
Some marketing elements, like events, have historically measured themselves on engagement metrics. To ensure they align to the rest of your marketing efforts, though, you must train and measure event marketers just like those who focus on all other tactics.