Highlighting perspectives on marketing effectiveness
Marketing in 3D
Marketing has changed – organisations are being called on to be increasingly customer-centric, innovative and drive ever more elusive growth. The CEO is looking to marketers above all other to deliver on these plans.
Meanwhile the marketers ‘toolkit’ is in a state of upheaval: on one hand the traditional media landscape has fragmented, on the other marketing data is becoming more granular; and in this space marketers are being called upon to be more accountable and prove the return on their marketing investment.
In the largest study of its kind we sought to determine the role of marketing in driving growth. Our research explored the opinions of the Chief Exec, the Finance Director and senior marketers themselves and found three consistent themes impacting marketing effectiveness and its role in delivering growth – leadership, shared understanding and measurement.
Interestingly, the majority of CEOs believed their organisation understood the role of marketing, a view that was categorically refuted by the rest of the senior executives and marketing community we surveyed. It is this lack of a common understanding of the role of marketing, and what it delivers to and within an organisation which is the primary barrier to achieving growth.
For organisations to be successful in achieving their growth objectives they must overcome the multidimensional views of the role of marketing.
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