The historic shifts brought on by the pandemic have fundamentally changed the role of marketing leadership and the chief marketing officer (CMO). 78 percent of CEOs are now banking on CMOs and marketing leaders to drive growth. Companies that integrate growth triple play of creativity, analytics, and purpose are driving market growth by at least two times the growth of their peers.
In 2018–19, companies that used any one of the capabilities—whether creativity or analytics or purpose—saw an average growth rate of more than 6 percent, for companies that added a second component, growth rates climbed to more than 7 percent, and for those that employed the full triple play, growth rates shot up to more than 12 percent.
The aspects of triple play growth!
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