Strategy

Marketing’s New Role in Product and Service Delivery

Headshot of Kevin Joyce
By Kevin Joyce

This is the first in a series of posts about the three greatest challenges facing marketing organizations in 2018:

  • Becoming more accountable
  • Undergoing a digital transformation
  • Evolving to put the customer experience front-and-center

The first few posts will center on accountability. It would be easy to dive into what KPIs we should have, how to measure them and so forth, but before we go there let’s define what marketers are accountable for in 2018. Analysts report a big gap between the expectations of accountability and the ability to measure it.

5 Basics of Marketing Accountability

During our lifetimes marketing has been responsible for the following:

  • Gathering customer requirements and defining the product and service set
  • Helping create and retain customers with demand generation programs, events, social, etc.
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Headshot of Kevin Joyce

Kevin Joyce

Kevin Joyce is VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.

Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at kevin@pedowitzgroup.com. Download TPG’s new white paper: 'TPG ONE: A New Approach to the Customer Journey.'

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