New Research Report Points Out Marketers Don’t Agree on How to Achieve Growth; New Series Aims to Help
April 28, 2022
MMA Global Research Reveals Divide Within Companies, Launches New CMO Series To Aid Understanding of How Marketing Produces Growth
New York, April 28th, 2022 – MMA Global, the association devoted to architecting the future of marketing for CMOs, today released the Marketer Benchmark Study on Growth with findings on a topic at, or near, the top of the priority list for ANY company in ANY industry: Growth. The results revealed a 50/50 split among marketers when it comes to how to best achieve growth.
The report is based on a survey of more than 200 mid to senior-level marketers at medium to large companies and sought to answer two critical questions: What is the level of marketing alignment when it comes to driving growth? And how do companies approach marketing growth?
The results revealed two very distinct schools of thought:
- (50%) Go Long & Broad Purists. Mostly senior marketers with a strong conviction around the traditional principles of brand building, reach and penetration as the drivers of growth.
- (50%) Pragmatic Balancers. Mid-senior marketers who take advantage of modern marketing opportunities (e.g. targeting), and choose to balance different approaches without always having one unifying theory.
“The MMA believes that every marketer must understand the rapidly evolving science of competing growth frameworks and put continuous effort into validating or re-validating them for their business. This research highlights the need for marketers to increase their expertise in applying and measuring the effectiveness of growth strategies to rationalize marketing’s contribution to overall company growth,” said Greg Stuart, CEO, MMA Global. “It’s why the MMA Boards pushed us to develop a new approach to growth in our Outcomes-Based Marketing 2.0 (OBM2), released last year, which is currently being tested in the marketplace.”
For these reasons, MMA Global along with Neustar, a TransUnion Company, are launching a new discussion series called the CMO Roundtables on Growth. This series aims to challenge marketers to gain a better understanding of the science behind effective growth strategies. The first session will take place on June 8th and will focus on Marketing Attribution as a key enabler of growth. The discussion will be moderated by Joanna O’Connell, VP/Principal Analyst, Forrester and will feature a panel of leading CMOs including Frank Crowson from Best Buy and Jonnie Cahill from Heineken USA, as well as offer live audience Q&A.
“The research highlights the risk marketers face in appearing opinion vs fact based in their decision making” added Norman de Greve, CMO, CVS Health and Chair Emeritus of MMA’s North America Board. “The fact that there is such a divide among marketers on how to best maximize growth supports the need for industry conversations on the topic.”
In total, there will be five roundtables, each focusing on a different key marketing growth driver, including marketing attribution, creative, organization design, data, and customer experience. Additional CMOs who be joining these discussion panels include Elicia Azali from American Family Insurance Group, Lynne Biggar formerly from Visa, Jay Jaffin from Western Union, Linda Lee from Campbell’s, Carl Loredo from The Wendy’s Company, Deborah Wahl from General Motors, and Andrea Zaretsky from Morgan Stanley.
To download the complete research findings of MMA’s Marketer Benchmark Study on Growth, visit https://www.mmaglobal.com/marketer-benchmark-study-growth.
For more information and to register to attend the CMO Roundtables on Growth Series, visit: https://www.mmaglobal.com/thegreatdebate.
About MMA Global:
Comprised of over 800-member companies globally and 15 regional offices, the MMA is the only marketing trade association that, brings together the full ecosystem of marketers, martech and media companies working collaboratively to architect the future of marketing, while relentlessly delivering growth today. Led by CMOs, the MMA helps marketers lead the imperative for marketing change–in ways that enable future breakthroughs while optimizing current activities. The MMA is committed to science and questioning and believes that creating marketing impact is steeped in constructively challenging the status quo encouraging business leaders to aggressively adopt proven, peer-driven and scientific best practices, without compromise. The MMA invests millions of dollars in rigorous research to enable marketers with unassailable truth and actionable tools. By enlightening, empowering and enabling marketers, the MMA shapes future success, while also propelling business growth.
Members include: 1-800-Flowers.com, Adobe, Activision Blizzard, Ally Financial, AppsFlyer, AT&T, Bank of America, Campbell’s, Chipotle Mexican Grill, Chobani, Choice Hotels, Clear Channel Outdoor, Colgate Palmolive, CVS Health, Diageo, Dunkin’ Brands, eBay, E*TRADE, Ford, General Motors Company, Google, GSK, Hilton Worldwide, IBM Watson Advertising, Kargo, Kroger, L’Oreal, Major League Baseball, Marriott International, Match Group, Mastercard, McDonald’s, Merkle, Meta, Molson Coors, NBCU, Neustar, a TransUnion Company, Peloton, Pinterest, Roku, Salesforce, Snap Inc., Target Inc., The Walt Disney Company, T-Mobile, Twitch, Twitter, Uber, Unilever, Universal McCann, Vibes, Visa, Walmart, Waze, Yahoo! and many more. The MMA’s global headquarters is located in New York with regional operations Asia Pacific (APAC), Europe/Middle East/Africa (EMEA) and Latin America (LATAM). For more information see www.mmaglobal.com.
President & COO, MMA Global
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