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Marketing as we know it has changed dramatically, especially in the B2B world. I bet you're not surprised to hear me say that. I'm not the first to say it, and I certainly won't be the last. Observing changes to companies' methods for engaging their customers is the easy part. What's harder is understanding the nature of those changes and what they mean for you and your marketing teams. But as luck would have it, I recently found some help thinking through this a few weeks ago, when my local chapter of the American Marketing Association asked me to participate in a panel on the future of marketing...

Nineteen years ago this week, at an annual meeting of Linux-Kongress in Bavaria, an American programmer named Eric Raymond delivered the first version of a working paper he called "The Cathedral and the Bazaar." According to Raymond, the exploratory and largely speculative account of some curious new programming practices contained "no really fundamental discovery." But it brought the house down. "The fact that it was received with rapt attention and thunderous applause by an audience in which there were very few native speakers of English seemed to confirm that I was onto something," Raymond wrote a year later, as his treatise blossomed into a book...