The entire marketing landscape and the way it operates have significantly changed in recent years. Consumers are empowered and have access to a wealth of information, while competition in the market is constantly intensifying.
Additionally, there is the development of technology, which is almost impossible to keep up with, requiring marketers to change established ways of working and to adopt different approaches to win over clients.
This was confirmed by the director of Lider, Bojana Božanić Ivanović, who, at today’s Lider conference 'Marketing and Sales by Numbers', emphasized that the marketing and sales sectors are very much aware of the changes and understand that customer, client, and consumer expectations are evolving as the technology they use to communicate with companies changes.
– Competition in the global world is relentless, breathing down your neck, and if you stop, your market share will disappear. But what happens when, in the entire mix of rapid changes and uncertainties, which are not foreign to these business functions, we need to add a series of other problems: war in Europe, inflation, breaking supply chains, shortages of inputs…? What kind of wizards do we need to be to juggle so many changes at once? – said Božanić Ivanović, adding that for marketing and sales managers, leaders, assistants, and accounts, there is no option to just follow; they want to be 'at the very edge of events'.
– They want to solve customer problems through their products, they want to be environmentally conscious, socially responsible, promote equality and inclusivity, be sustainable companies, all in a world that is at a major crossroads, and no one knows what tomorrow will look like. The success of organizations in changing their management style and business processes to align with rapid market changes will determine how successful the marketing and sales functions will be in realizing their ideas and achieving the best results – emphasized Božanić Ivanović.
