More than half a century ago, Philip Kotler’s STP framework gave marketing its first true structure. The problem is much of the industry never moved beyond it.
Amazing article, as always! This change from STP to Decisioning will pretty much reconfigure marketing work (and make me think: what will marketers do when they do not need to start by creating the segment? Will marketer become architects and curators on behalf of the customer/client?)
They will act as architects and custodians of the guardrails and framework. E.G.- rather than defining segments themselves, they will design and oversee the systems that determine the segments.
This is very insightful
Amazing article, as always! This change from STP to Decisioning will pretty much reconfigure marketing work (and make me think: what will marketers do when they do not need to start by creating the segment? Will marketer become architects and curators on behalf of the customer/client?)
They will act as architects and custodians of the guardrails and framework. E.G.- rather than defining segments themselves, they will design and oversee the systems that determine the segments.