This IDC Perspective reviews the challenges that marketing organizations face as they transition to the new work experience. The document presents a framework for approaching those challenges and shares a conversation with IBM as an example of how one organization is addressing the new work of marketing. As marketing organizations accelerate and expand digital transformation (DX) initiatives, traditional work models aren't nimble enough and adaptive, nor scalable. The future of work for marketing is about personalized consumer expectations, driving the need for new skills around data analytics, artificial intelligence, agile, and design thinking approaches. This requires entirely new work environments, organizational structures, and metrics for success.
"The future of work goes beyond deploying new technologies to measure, augment, and automate work processes; it also requires a holistic and integrated approach to people and work environments," says Amy Loomis, research director, Future of Work. "IDC believes that marketing organizations that cultivate an agile, dynamic worker experience and work environment will see improved competitive brand value."