The very essence of marketing is undergoing a profound transformation, reflective of broader changes in market dynamics, consumer behaviours, and technological advancements. This shift suggests that marketing can no longer be confined to a single department.

The metamorphosis in marketing’s needs reflects a changing business environment where the 4Ps (Product, Price, Place, Promotion) have outgrown their original departmental confines. We now have people (by definition, marketers) working in departments who do not identify as ‘marketers’ and do not recognise their role in ‘marketing’, who are developing their own fundamentals. And we have people working in departments called ‘marketing’, yet they do not control or have the experience to manage all aspects of marketing in a modern business.

The system is broken - the language we use and our shared understanding of the context mean that finding a solution is challenging.

Hosted by Ne-Lo and the Growth Agenda by The Australian, this panel discussion will bring together diverse leadership perspectives on this challenge. Expertly facilitated by Growth Agenda Editor Danielle Long, we’ll explore how a CEO, CMO, and a Marketing Transformation expert define marketing, unlock collaboration and aligned decisions across promotions, product, price, and place, measure the value of marketing and overcome challenges along the way.