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Top issues facing marketing and growth leaders today

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 the top three issues:

Our recommendations

To effectively address the key issues facing marketers today requires a strong understanding of data. To realize a customer data-driven strategy that drives value and operational efficiency growth leaders must:

  • 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 Americas

    Three approaches to a better pricing strategy

    A disciplined approach to pricing strategy and innovations in technology can help companies seeking to accelerate their margin growth.

    8 Aug 2018 Bernard Kang

  • 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
    How to make your sales team relevant, resilient and revenue generating

    In a world changed by COVID-19, it’s essential to understand the art and science of selling with graciousness, trust and noble purpose.

    14 Aug 2020 Woodruff (Woody) Driggs

    When your customers change how they buy, shouldn’t you change how you sell?

    EY’s global research shows tech companies are migrating rapidly to subscription models – but have much to do to increase their readiness.

    23 Apr 2020 David Padmos

    Do you have know-how that’s needed now?

    As tech companies shift to consumption-based business models, they must transform, their sales and marketing teams. Our checklist shows how.

    14 Oct 2021 Ken Englund

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Panelists discuss how the right data privacy strategy builds consumer trust and drives results.

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