The Rising Influence of Marketing

May 9, 2014

In an era when consumers are interacting with companies across an increasing number of touch points, the role of marketing is far too important to be left to marketers alone. Marketing2020 shows that winning organizations — those with marketing leaders and departments closely connected to the rest of the organization — consistently deliver high standards in products and services and a seamless total user experience.

In general, there has been a 20 percentage point increase, from 38 percent to 58 percent, in the influence of marketing on the CEO’s strategic growth agenda over the past six years.

Influence is highest in the sectors of fast-moving consumer goods (67 percent) and telecom, TV, and internet (64 percent).
It remains low in sectors such as energy and utilities (22 percent) and health care (30 percent).

Marketing’s connection with other disciplines is just as important as the relationship with the CEO. Close collaboration between all levels, functions, and regions will become a prerequisite for creating consistent touch points and experiences. Bridging internal organizational silos will also be crucial. Marketing2020 findings confirm that there is a direct link between over-performance in revenue growth and close collaboration between marketing and IT, HR, and finance.

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About Marketing2020

Marketing2020 – Organizing for Growth is the most comprehensive global marketing leadership initiative ever undertaken. Led by Millward Brown Vermeer in partnership with the ANA, Spencer Stuart, and Adobe, Marketing2020 is focused on how to best align marketing strategy, structure, and capabilities for business growth. The Marketing2020 fieldwork included vision interviews with more than 250 leading CMOs and an in-depth online survey of 10,491 contributors from 92 countries.