{"id":3097,"date":"2022-01-17T14:58:06","date_gmt":"2022-01-17T14:58:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/17\/is-the-future-of-business-growth-tied-to-a-new-generation-of-360-experience-marketers\/"},"modified":"2022-01-17T14:58:06","modified_gmt":"2022-01-17T14:58:06","slug":"is-the-future-of-business-growth-tied-to-a-new-generation-of-360-experience-marketers","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/01\/17\/is-the-future-of-business-growth-tied-to-a-new-generation-of-360-experience-marketers\/","title":{"rendered":"Is the Future of Business Growth Tied to a New Generation of 360 Experience Marketers?"},"content":{"rendered":"

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Executives across the globe are prioritizing investments and capabilities that help accelerate business growth.\u00a0According to McKinsey research<\/a>, \u00a078 percent of CEOs are now banking on marketing leaders to drive growth. We aren\u2019t talking about your everyday CMO, however. To drive business growth requires\u00a0a new breed of 360 CMOs and marketers, those who take a holistic, data-driven, 360 approach to customer experience transformation and innovation.<\/p>\n

McKinsey\u2019s research uncovered three elements, a \u201cgrowth triple play\u201d of creativity, analytics, and purpose, that delivers at least two times the growth of peers who don\u2019t invest in all three in tandem.<\/p>\n

This new breed of growth engineers represent so much more than traditional marketing. They are the stewards for a more human-centered business that operationalize innovation and customer engagement around insights, creativity, and a pervasive understanding of \u201cwhy\u201d they do what they do.<\/p>\n

The opportunity is profound.<\/p>\n

McKinsey found that only 7 percent of companies are delivering on the growth triple play by unifying creativity, analytics, and purpose. They are driving average revenue growth of 2.3 times versus peers from 2018\u201319 (which increased to 2.7 times versus peers from 2019\u201320).<\/p>\n

Between 2018\u201319, companies using just one of the capabilities\u2014either creativity, analytics, or purpose\u2014saw an average growth rate of more than 6 percent. Adding a second component saw growth rates climb to more than 7 percent. For those that employed the full triple play, growth rates climbed to more than 12 percent.<\/p>\n

I had a wonderful opportunity to work with one of the reports co-authors and\u00a0Partner at McKinsey & Company, Biljana Cvetanovski. Together, we presented on the future of business growth at Cannes Lions. We also joined the hosts of DisrupTV Ray Wang and Vala Afshar to discuss the research.<\/p>\n