Marketers used to have to be effective managers, setting goals ahead of time and then working within budget to achieve those goals. Today's creative marketers must think like entrepreneurs, constantly adjusting to maintain "product/market fit."
The new business Checkr represents a growing trend, particularly in the Bay Area. Marketers are adopting entrepreneurial business practices such as lean startup and agile development. Checkr's background check solution was not yielding the desired results from traditional sales and marketing tactics as it expanded into new market segments. They realized they needed to think about marketing in terms other than promoting an existing product. They collaborated with engineering to rethink the product and bring a "minimum viable product" to market for these new buyers, using an agile method of customer testing and rapid iteration. As a result of this integrated, agile approach, the company easily met some early 2017 revenue targets with conversion rates four times higher than the industry average.
Changes cuphead in consumer behavior, technology, and media are redefining the nature of marketing creativity. Marketing success is measured not by the input, such as the quality of a piece of content or a campaign, but by the value of the output, such as revenue, loyalty, or advocacy. Marketers used to think like artists, managers, and promoters. Marketers today must push themselves to think more like innovators and entrepreneurs, generating enterprise value by involving the entire organization, considering the entire customer experience, using data to make decisions, and measuring effectiveness based on business results.