SiriusDecisions is passionately helping marketers to prepare for 2019 with a few materials some of us find absolutely irresistible.
Marketers sometimes confuse programs with delivery mechanisms. A website or a content syndication effort are examples of delivery mechanisms, which support marketing programs. Delivery mechanisms include digital and non-digital channels (events, DM, etc.). I guess as we observe specialization of the marketing function, we also see a “merge” of digital and traditional delivery mechanisms into each demand-related family.
Interesting: as field marketing specializations persist, the definition of “what each function does” clarifies. Demand Marketing is probably no longer expects to evolve into ABM, but the definition of “Defined Demand Marketing” is definitely evolving. Some companies are starting to separate the roles, but may not yet fully separate the accounts.
SiriusDecisions recommend approaching marketing technologies selection from the perspective of business needs, rather than a specific task. Many technologies have overlapping capabilities, and business objectives consideration could help companies to find the best tool for the task and future needs.