Someone missing at your company? The demand architect

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B-to-b marketing departments are feeling the stress of a marketing environment that has changed radically over the past several years, says Kevin Kerner, managing director-U.S. with agency Mason Zimbler, Austin, Texas, on the B-to-B Labs blog. New media choices, stressed out sales and marketing teams and the expectation nurturing marketing will save our companies are making things more complex than ever. Kerner says a solution may be to create a marketing role he calls the “demand architect,” a critical person to fill that gap between marketers who hold budget and conceive of programs, and production roles that work inside of advanced marketing technologies.
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