Innovation can help marketers add value

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 17, 2021, 11:31 AM UTC

CMO Council surveyed 120 senior management executives across companies of varied sizes and industry sectors.

According to the study, 80% of respondents believe revenue and sales growth are the most important marketing deliverables, followed by customer acquisition and profitability (71%). 69% of corporate executives are quite confident in marketing’s ability to drive growth recovery in 2021.

However, the top areas where leadership gaps need to be bridged are modernisation of marketing organisations, systems, and operations and technically savvy managers. 84% of business executives closely, regularly, and frequently interact with their marketing teams.

52% say that injecting new thinking, ideas, and innovations can help marketing leaders add value. Other ways marketers can boost value are, offering objective perspectives and assessments, and using proven methodologies and practices. Alignment and collaboration between lines of business, functional areas, and marketing are improving.

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