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Leadership for growth

Rise to the challenge: A new report on leadership as part of the Marketing in 3D series


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Eighty one percent of CEOs identify marketing as a key driver of growth and 85% identify it as crucial to devising strategy, yet only 20% of senior marketers believe that marketing in their organisation is truly effective.  So, how do you avoid a disconnect between your senior marketers and the leadership team?

In our first report, Marketing in 3D- Highlighting perspectives on marketing effectiveness, we interviewed over 200 world leading organisations to understand the perception of marketing at the board level. Leadership’s understanding of the marketing challenge was identified as a key issue that organisations need to address in order to improve their marketing effectiveness.

Our new report, Leadership for growth, addresses some of the problems that arise from the ways that marketing is involved in shaping strategy, and looks at how senior marketers can  influence this process more effectively.

As our research indicates, CEOs are placing their faith in marketing as a key driver of organisational growth, yet this view is not as strongly shared by CFOs. So how do you get everyone on the same page?  This report aims to help you to tackle these issues and to help you take the next step in making your marketing more effective.

Key takeaways from this report: 

  • CEOs consider marketing to be a key driver of growth and an important factor in devising strategy
  • CMOs are split on whether CEOs fully appreciate the value of marketing
  • Relationships between CFOs and CMOs can be strained and reflect a lack of shared understanding
  • CEOs are across the organisations unaware of a lack of shared understanding or marketing


For more information, download our report  Leadership for growth (PDF, 702KB).

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