麦肯锡：2024连接增长：营销运营模式革新报告（英文版）（15页）.pdf

1、October 2024Growth,Marketing&Sales PracticeConnecting for growth:A makeover for your marketing operating modelMarketing leaders must propel growth while navigating increased complexity and scope.A new global survey in consumer marketing reveals the need for a more connected and agile way of working.

2、This article is a collaborative effort by Biljana Cvetanovski,Jeff Jacobs,Jessica Moulton,Oliver Gediehn,Pavlos Exarchos,Stefan Rickert,Tjark Freundt,and Warren Teichner,with Fleur Porter,representing views from McKinseys Consumer Packaged Goods;Growth,Marketing&Sales;and Retail Practices.The consum

3、er-packaged-goods(CPG)and retail industries are entering an era marked by a focus on growth and a search for value.The past decade has been particularly challenging,with population growth slowing and consumer attention fragmenting.To respond,companies must push an ambitious dual agenda,as McKinsey o

4、utlined in a recent article.1 They need to find new pockets of growth through portfolio management and enhance capabilities to improve performance.This mandate for change has implications for chief marketing officers(CMOs)and growth leaders.Despite facing higher expectations than ever,theyre being t

5、asked with building strong brands and delivering growth while maximizing efficiency and effectiveness of marketing spending.Its a big lift.Marketing leaders are expected to apply new energy to identifying growth opportunities,bring their companies missions to life,build immersive and connected brand

6、 experiences,link purpose to business outcomes,capitalize on new technologies,and more.At the same time,CMOs are under increasing pressure to provide results and serve as responsible stewards of marketing resources to achieve growth agendas.Theyre growth leaders whose remit continues to expand,with