"While moving the revenue needle is still a critical benchmark for many modern marketers, our positions are no longer solely about supporting a sales team with the basics. Naturally, marketing tactics have become more sophisticated, but our roles have really been redefined by the value of one word: data. By collecting and analyzing data, marketers can know if what we're doing makes an impact. We can point directly to why specific offers, emails, or thought leadership works (or doesn't work) for our customers. If your marketing organization is still just sales support, you're getting left behind. Not only are modern, data-driven marketers driving sales, we're monitoring or shaping a customer's experience with our brand."