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From Economic Insight to Growth Strategy: What CEOs Should Do Now
At our most recent CEO Growth Talks, I spoke with Taylor St. Germaine, Senior Economist at ITR Economics. The timing couldn’t have been better — the latest GDP numbers had just been released, and Taylor broke down what they mean for CEOs planning growth.
As always, ITR brought a clear and fact-based perspective. The economy is growing. Consumer spending is strong. And while some industries are facing headwinds, opportunities abound for leaders who are ready to act.
But the real question for CEOs isn’t just what the economy looks like. It’s: how do you prepare your business to grow in this environment — and the one coming next?
CEOs, Are You Confident in Your Marketing Team’s Ability to Drive Growth?
Mon, Sep 17, 2018 — While most mid-sized companies have invested in dedicated, in-house marketing teams, many executives are not pleased with the return on investment. A survey conducted by The Fournaise Marketing Group revealed that 73 percent of CEOs believe their marketing team is not capable of generating enough growth. An astonishing 80 percent of the CEOs polled don’t trust their marketing teams. There is widespread concern that the marketing function is unable to deliver a positive ROI for the department’s spending. CEOs also doubt marketing’s ability to use data to make informed decisions. You may have some of the same concerns for your marketing organization. Much has changed in marketing over the last several years, but its core purpose has stayed the same. The American Marketing Association defines marketing as the “activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” Despite the challenges of an ambiguous and rapidly evolving business landscape, marketers must drive growth and prove their value to their company. This can be accomplished by focusing on marketing’s core responsibility: delivering value to customers and stakeholders.