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Survey: Marketers Will Be Revenue Generators in 3 to 5 Years

January 29th, 2015

We said last summer marketers are a paranoid bunch. Will I go extinct? Does my work even matter?

We think a lot of that holds true today. 

It’s all going to change, though. Marketers in the next three to five years will matter — even to their organization’s bottom line.

In a survey of nearly 500 marketers and CMOs conducted by Economist Intelligence Unit and Marketo, four of five marketers said their companies will classify the marketing function as a revenue driver.

That’s a good thing considering right now more than 68 percent of marketers feel that the rest of their company views their department as little more than a cost center.

"We feel the rise of the marketer is echoing our marketing-first world," said Sanjay Dholakia, chief marketing officer for San Mateo, Calif-based Marketo, a marketing automation provider. "And 75 percent of marketers see themselves in the next three to five years as the owner of the customer journey and customer engagement over their lifecycle. That really speaks to notion of transformation in marketing and the rise of the marketer."