Marketing is in the midst of an identity crisis. Most marketing teams and marketing leaders are still struggling to define what they are doing, why they are doing it, and what they have accomplished. In this episode, I take you on a journey through the history of marketing and technology and how the discipline of marketing has evolved into what it is today. More importantly though, I share why it’s essential for the marketing function to now once again change its narrative and reposition itself. And, for that reason, I end this episode by introducing a new framework, known as the Demand Generation Framework - a holistic model for driving revenue growth across Marketing, Sales, and Customer Service.