NEWS

Growth Champions are lead by marketers who belong to the top management

Marketing organizations are more likely to contribute to superior corporate performance when they take advanced roles in their companies and lead such non-traditional activities as innovation and strategy, a new study by the Association of National Advertisers (ANA) and Booz Allen Hamilton has found. The study found that marketing organizations can be classified into six basic categories – but only one category correlates with better performance: “Growth Champions.” Marketing departments in this category are 20% more likely to exhibit superior revenue growth and profitability than those in the other five categories.

While most marketing departments are proficient in traditional marketing skills, such as communications and advertising, Growth Champions take on additional roles – holding primary authority over large strategic investments, leading innovation activities, and spearheading growth initiatives with their company’s CEO. The research suggests that more Chief Marketing Officers and their teams are moving to develop and deploy their advanced capabilities.

The study found several distinctive characteristics of Growth Champion marketers. 75 % of the marketers belonging to susccessful companies indicated they helped the CEO develop the strategic growth agenda 81 % presided over product innovation and business development, Over 80% approve large, growth-oriented investments such as market-entry or product launches and 87 % make major strategic positioning, channel strategy, pricing, and communications decisions.

The study is based on an online survey by Booz Allen Hamilton (www.marketingprofiler.com) in which more than 2.800 companies participated, of which 1,100 are based in Europe.

More on his subject:

http://www.horizont.net/knowhow/studiendatenbank/pages/show.prl?id=145.

http://www.boozallen.de/content/presseforum/4aax_0606_cmo.asp.

http://http://www.boozallen.com/home/publications/article/5162538.

 

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