My career began in tech, but shifted to marketing thanks to a VP who recognized my focus on people and experiences. Careers are malleable and human, a key asset in uncertain B2B marketing landscapes.
The Now-Next Continuum mindset acknowledges the operational demands of today and the emerging possibilities of tomorrow. To navigate it, measure what matters to humans, use technology to amplify alignment, and cultivate adaptable expertise.
Misalignment can create risk as AI reshapes human decision-making. B2B marketers must aim to create value for customers, not just meet business needs. The Now-Next Assessment can help with quarterly alignment check-ins.
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The Now-Next Continuum: A Bridge Between Today's Marketing Reality and Tomorrow's Potential
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