Marketing and growth leaders’ agenda

The new mandate for data-driven marketing and growth leaders: frictionless, personalized experiences to anticipate and deliver what customers need.

Adapting to cautious customers

In this webcast, panelists from our Customer & Growth teams outline steps that brands can take to better serve customers in a post-pandemic world.

 

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The global pandemic has given companies a new mandate around the customer journey and rapid acceleration of digital transformation. You need the right growth strategy and the right customer experience now, next and beyond. Here are three priorities:

To realize a customer data-driven strategy that drives value and operational efficiency, growth leaders need to look beyond just braving the headwinds of technological debt to:

  • Quantify and optimize the economic impact of customer experience investments

    Growth and customer leaders need a significantly larger budget to pay for an effective data-driven strategy and customer experience, and they need to make stronger business cases and forecast return on investment (ROI) in a way that is satisfactory for the chief financial officer (CFO). 61% of marketing leaders in a recent EY survey said that they wanted to increase their spending in data and analytics.

    This includes:

    • Quantifying the right way to measure ROI
    • Focusing on customer lifetime value
    • Driving financial performance through smart and effective pricing
    • Balancing short- and long-term investments and better leveraging existing investments
    How marketing and finance can map a future together

    EY’s CMO-CFO Connection Report finds that by creating a healthy marketing-finance dynamic, organizations can unlock new value and growth.

    29 Jul 2019 EY Global

  • Transform customer-facing functions with commercial excellence

    The new market realities and evolving growth strategies are forcing marketing, sales and customer care leaders to re-evaluate how they think about their respective functions and how they need to work to drive top- and bottom-line results. Commercial excellence addresses such key issues as:

    • Landing on the most efficient, effective and agile operating model, including inhouse/outsource strategies
    • Structuring and incentivizing organizations correctly to drive effectiveness, productivity and cross functional collaboration, and developing the right skills and talent
    • Identifying the right ecosystem of technologies to support the front lines, such as market intelligence, performance management, enterprise resource planning (ERP), CPQ, CRM
    • Optimizing sales channels across field, inside, and digital sales
    • Using customer care to drive revenue through better upsell/cross-sell

Data and analytics is a top priority

61% of marketing leaders in a recent EY survey said that they wanted to increase their spending in data and analytics.

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Case study: how to upshift the customer experience in the era of mobility

EY teams helped automaker BMW shift from product-centricity to customer-centricity to strengthen loyalty.

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Analyst recognition

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Transformation Realized

Transforming businesses through the power of people, technology and innovation.

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