1 periodic back in focus how to#
1 periodic back in focus driver#

This creates blind spots in the transformation process that lead to delays, frustration, and, ultimately, a loss of value. Without that understanding, we find that teams tend to naturally gravitate to working on things they know best or are most excited about, ignoring other elements. We have found that the core issues are the absence of a commitment to the full suite of changes necessary and a lack of clarity about dependencies. Please email us at: most CMOs we know have made progress toward developing modern marketing organizations, many are discouraged by a lack of progress. If you would like information about this content we will be happy to work with you. We strive to provide individuals with disabilities equal access to our website.

1 periodic back in focus how to#

While each of these components is familiar, we have found that the clarity of seeing them organized into a cohesive model gives leaders a better sense of how to track all the elements and how they should work together. Too often, they focus on a handful of initiatives or capabilities and then grow frustrated when the promised value doesn’t appear.įor this reason, it’s crucial to have a clear view of what constitutes a model for modern marketing (Exhibit 1). In our experience, most senior leaders understand that marketing has to modernize, but they are less sure what specifically that means. Based on successful cases we’ve seen, we estimate that making this change can unlock 5 to 15 percent of additional growth and trim 10 to 30 percent of marketing costs. It’s less about changing what marketing does and more about transforming how the work is done. Marketing departments need to be rewired for speed, collaboration, and customer focus.

1 periodic back in focus driver#

In a recent McKinsey survey, 83 percent of global CEOs said they look to marketing to be a major driver for most or all of a company’s growth agenda.ĭelivering on this promise requires a whole new way of operating. Modern marketing is the ability to harness the full capabilities of the business to provide the best experience for the customer and thereby drive growth. While these examples contain some of the hallmarks of modern marketing, in our view it is much bigger than that.