A Definitive Guide for CEOs and CMOs to Jointly Unlock Growth from Marketing
In 2022, the Growth Council and Board of the Association on National Advertisers (ANA) identified the fact that, despite the increasing capabilities, new tools, and richer ways to reach customers, marketing was not being viewed as an engine for growth. Following those meetings, the ANA approached McKinsey for their perspective. With this in mind, and with input from the ANA Growth Council, McKinsey led an independent study to identify the drivers and disconnects that are limiting Marketing's impact. This study, which has implications for CEOs, exec committees, and marketers, provides a new perspective for unlocking marketing-driven growth.
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Source
"A Definitive Guide for CEOs and CMOs to Jointly Unlock Growth from Marketing." ANA, 2024.