MARKETING&FINANCE:FUELINGINNOVATIONORFALLINGBEHIND?EconomicAdversityWillTestTheirResolveforCollaborationandInnovationMARKETING&FINANCE:FUELINGINNOVATIONORFALLINGBEHIND?TABLEOFCONTENTSSECTION1:SECTION2:COLLABORATION&ALIGNMENTSOUNDOFF3Introduction14KPMGExpertCommentary6WillingnessToCollaborate16Fiserv:MeganPannier8FutureFocusedMindset17VitaminShoppe:NadinaGuglielmetti9Capabilities:Innovation,Agility,Collaboration,Performance18SchneiderElectric:ShonodeepModak12CustomerDataasCommonLanguage19AgiosPharmaceuticals:WilliamLumpkin13OvercomingObstacles©2023CMOCouncilAllrightsreserved.2MARKETING&FINANCE:FUELINGINNOVATIONORFALLINGBEHIND?YOURCURRENTMARKETINGINVESTMENTSPOSITIONYOUTOEMERGEFROMECONOMICINTRODUCTIONTURMOILAHEADOFTHECOMPETITIONEconomicheadwindshavearrived,andchancesare,you’renot27%6%prepared.Accordingtothisstudy,only10%ofmarketingleadersstronglybelievetheirmarketinginvestments,whosereinsareoftenSOMEWHATSTRONGLYDISAGREEheldbyfinance,positionthemtoemergefromeconomicturmoilDISAGREEaheadofthecompetition.10%Worse,marketersknowfinanceputsbudgets,includingtheSTRONGLYmarketingspend,underthemicroscopeintimeslikethese.YetAGREEmarketingisexpectedtohelpthecompanyweatherthestorm,getaheadofdisruption,andzigzagtothecustomersweetspot.Ifyou56%wanttorighttheship,you’llneedtoallowforagilityandinnovation.AGREEFurther,ourstudyal...
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