Marketing and growth leaders’ agenda

Reimagine and redesign your growth strategy by establishing a future-back vision around customer-centric growth, enabling your business to optimize customer lifetime value focus and invest in the most valuable customers and customer touchpoints including considerations on organic growth, M&A, geographic expansion and segmentation.

Empowered to shop wherever and however they want, customer preferences around the world are increasingly evolving  e.g. toward products and services that are local, authentic, transparent, traceable, and ethical. This is forcing brands to continuously re-imagine and optimize their offering strategy and portfolio, and even develop and implement new business models and concepts, both in the current core functions or in peripheral functions to meet the evolving needs of consumers now, next and beyond.

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

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