It’s not about you, your products, your company. The game has changed - it is about them, your customers.
The biggest changes marketing is facing are access to data and focus on business outcomes. Customer centricity and understanding what is going on with your customer dictates the value you can bring as a supplier.
Customers willingly drive business outcomes when doing so is a by-product of achieving their own intended outcomes. Every time a customer achieves their purpose, the company that enabled them to do so, receives revenue or some other value (loyalty, advocacy, etc.) as a result of their decision.