Marketing

Leveraging customer & market understanding, building customer experience & driving growth

Marketing isn’t just about pushing brands and products anymore.

It’s a highly complex, analytically grounded and digitally enabled discipline. Marketing is a rapidly evolving function that is intricately connected with the rest of the enterprise and directly linked to business outcomes.

Today’s marketing executives must be able to leverage sophisticated analytics and create personalized customer experiences a consistently across sales and media channels to engage customers at every stage of their journey.

As marketing continues to increase in complexity, organizations need a new breed of marketing leaders. Beyond expertise in areas such as brand, analytics, performance marketing/lead generation, and customer experience, chief marketing officers (CMOs) must bring deep business acumen, financial savvy and exceptional cross-functional leadership ability.

How we can help

In the past five years, more than 2,000 global companies have partnered with us to optimize their marketing function. Our marketing officers practice operates as an interconnected, highly collaborative, global community steeped in the complexities of the evolving marketing function.

Our integrated framework of solutions helps CMOs and their companies create impactful marketing organizations that align with strategic objectives. Solutions include optimizing organizational structure, defining capabilities and leadership competencies for critical roles, identifying and developing leaders, facilitating change management, building diversity, and much more. We deliver talent solutions that help CMOs transform their marketing group into a curious, agile, performance-oriented and purposeful organization.

Here are just some of the challenges we can help you address:

Overcoming a shortage of well-qualified marketing talent

More than a third of CMOs believe that their biggest challenge to building a best-in-class marketing team is a shortage of talent. And, among the candidates that are available, it’s often hard to find organizations’ most-needed capability: analytics skills. That’s where we come in. Our consultants can:

  • Develop talent from within by upskilling and reskilling candidates
  • Ensure you have a clear, authentic purpose that will attract higher-caliber candidates
  • Find creative ways to fill talent gaps, such as looking outside of the industry or collaborating across functions, to solve for capabilities in high demand

Building a pipeline of potential marketing leaders with a focus on diversity

CMOs have the shortest tenure of any executive in the C-suite: 4.1 years. Problematically, when your CMO moves on, it’s likely there’s no one to follow in their footsteps: 84% of CMOs think there’s no ready-now successor. That’s why developing future leadership talent is a priority for 80% of CMOs. We help you:

  • Identify marketing experts with the ability to deliver operational efficiency and the agility to capitalize on growth opportunities
  • Assess talent to identify potential leaders with the right skills and competencies to thrive in a leadership role
  • Ensure high-potential talent is cross-trained across a variety of HR disciplines

Managing digital transformation of the marketing function

Almost half of CMOs (43%) said that leveraging digital tools and processes is their primary strategy to prepare for success in the changing workplace. But two-thirds of organizations are undergoing or haven’t even started their digital transformation. Here’s how we can step in to accelerate and facilitate change:

  • Identify what digital skills your marketing function needs now and, in the future
  • Find the right talent to help with digital transformation, including data science, digital technology, content creation and social community management
  • Cultivate the right culture and create an employer brand that will attract and retain digitally savvy employees

Building organizational alignment between marketing and the business

Almost half of CMOs think that the most important way they can boost efficiency is improving their alignment with business objectives. The most successful marketing teams are agile, capable of flexing with the needs of the moment and with each project, both within the marketing department and across the organization. Here’s how we optimize your alignment:

  • Ensure your organizational purpose is clear and consistent not only with your mission and vision but with how your company is really working
  • Recast the organizational structure and critical roles to align with your evolved business model
  • Identify what marketing work you should outsource and what you should keep in-house

Areas we serve

We help develop and recruit teams in the following areas across the function: 

  • Brand
  • Digital marketing
  • Customer experience
  • Performance marketing/demand and lead generation
  • E-commerce (digital commerce) 
  • Data, analytics and insights
  • Integrated marketing including advertising/marketing communications/sponsorships 
  • Content marketing
  • Social media
  • Martech
  • Strategy/growth/business development
  • CRM/loyalty
  • Product development & innovation
  • Creative 
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Our experts

Our experts are the best at what they do. We work with your team as an honest and inclusive partner to achieve and exceed your business goals, and we have the knowledge, expertise and experience to help you achieve greatness.