Growth Engineering: Mapping Routes to Revenue

Applying Vision, Innovation and Insights to Achieve Persistent Performance

In partnership with:

Overview

Effective use of on-demand knowledge, predictive analytics, customer insight and market intelligence are essential to mapping growth strategies and driving innovation and transformation across the enterprise. Revenue growth and competitiveness are contingent on real-time monitoring of geo markets, product categories, new technologies, customer behavior and global economic and regulatory changes. Assessing and sustaining growth requires new disciplines, data-driven decision making, digital proficiency, and adaptive organizational cultures.

The CMO Council and Business Performance Innovation Network partnered with Frost & Sullivan to engage leaders across global enterprises in a new conversation about the requirements for Growth Engineering in today’s global, digitally driven, hyper-competitive business world. The CMO Council and BPI Network also teamed up with other providers of next-generation solutions and best practices that accelerate revenue growth and customer acquisition, improve market and customer visibility, identify new opportunities, improve partner integration and success, and manage and optimize profitability and revenue performance.

About Frost & Sullivan: Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best in class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages over 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices on six continents. To join Frost & Sullivan's Growth Partnership, please visit http://www.frost.com. To learn more about Frost's Vision on Global Mega Trends to 2030, visit https://cmocouncil.org/files/Global-Mega-Trends-to-2030-FS.pdf.  

background

The Growth Engineering initiative includes the creation of a new microsite, the Growth Guidance Center (GGC), to explore what factors and forces inhibit, disrupt, accelerate, diversify and sustain growth. The GGC fosters information sharing and dialog, aggregate relevant content, case studies, executive perspectives and new thought leadership studies, promote best practices, and enable self-assessments and audits of opportunities, organizational capacity and assets for growth.

Recent studies by the CMO Council and BPI Network have underscored the growing expectations and imperatives among CMOs and other C-Suite executives to take responsibility and drive innovation around growth and business performance. Research undertaken by the CMO Council, entitled “The CMO Shift to Gaining Business Lift” found that a quarter of all respondents believe the CMO is now primarily responsible for growth strategies and revenue generation.

Some 70 percent say their organizations expect marketing to be the primary revenue driver and business growth architect. Yet many CMOs surveyed appear to be struggling to embrace data-driven analytics in the pursuit of revenue and more profitable enduring customer relationships. Studies by the BPI Network have found high expectations for new growth and business models driven by emerging technologies, such as IoT, artificial intelligence and 5G.

Key areas of exploration and assessment for the new Growth Engineering initiative include:

  • Issues, obstacles, complexities and challenges
  • Enablers, drivers, multipliers and accelerators
  • Market forces, factors, restrictions and constraints
  • Cultural, structural and organizational restraints
  • Competitive advantages, intensity and scalability
  • Strategic account penetration and consolidation
  • Digital disruption and market migration/maturation
  • Technology innovation and process automation
  • Product invention, diversification, extensions and add-ons
  • Pricing strategies, margin factors and product sourcing costs
  • Customer acquisition, value creation, retention and recovery
  • Channel dependency, disintermediation and automation
  • Cross border complexities and emerging market dynamics
  • Regulatory, legislative, risk, policy and compliance inhibitors

Research: Reports

Events

Partner Event

Jul
13

Achieving Organization Wide Customer Centricity: Minnesota

2020-07-13 16:00:00 2020-07-13 17:00:00 Achieving Organization Wide Customer Centricity: Minnesota Get a grip on a fast moving landscape of solutions and find innovative ways to provide data-driven customer experience excellence.  Minneapolis, MN CMO Council cmoteam@cmocouncil.org

Partner Event

Feb
11

Achieving Organization-Wide Customer Centricity: New York

2020-02-11 16:00:00 2020-02-11 17:00:00 Achieving Organization-Wide Customer Centricity: New York Get a grip on a fast moving landscape of solutions and find innovative ways to provide data-driven customer experience excellence. New York City, NY CMO Council cmoteam@cmocouncil.org

Partner Event

Mar
2

Building Peak Performing Sales Organizations

2020-03-02 16:00:00 2020-03-02 17:00:00 Building Peak Performing Sales Organizations Sales Leadership participants will learn and share how their peers achieve scalable revenue growth and how they design, build, & manage their sales organizations Phoenix, AZ CMO Council cmoteam@cmocouncil.org

Partner Event

Sep
13

Future of Business: Revolutionize the Workforce, Customer Engagement and Strategies

2020-09-13 16:00:00 2020-09-13 17:00:00 Future of Business: Revolutionize the Workforce, Customer Engagement and Strategies This event will present insights and ideas into ways to drive growth, increase customer value and ways to maintain a long-term competitive advantage. CMO Council cmoteam@cmocouncil.org

Partner Event

Jun
9

Realising An Efficient and Enhanced Customer Engagement

2020-06-09 16:00:00 2020-06-09 17:00:00 Realising An Efficient and Enhanced Customer Engagement This event gives you the opportunity to interact with customer contact centre, customer experience and operations executives to foster new ideas and new opportunitie CMO Council cmoteam@cmocouncil.org

Learn

Facts & Stats

Half of organizations that have had a breach in security report a strong long-term negative impact not only on consumer trust (50 percent), but also on their business results (47 percent).

Source: Frost & Sullivan

45 percent of mid-market company executives say they generate more than half of their revenue internationally

Source: Velocity Global

Revenue growth is a top business priority in 2019, beating out even customer retention

Source: Altify

42 percent of business leaders believe they will see a major growth in business performance in 2019 compared to 2018

Source: Altify

47 percent of 'high-growth' companies allocate 60 percent or more of innovation investment on disruptive innovation, compared to 36 percent of other companies

Source: Accenture

70 percent of CMOs say they are most prepared to drive revenue growth within their organization.

Source: CMO Council

Only 21 percent of CMOs say they are mapping routes for global expansion

Source: CMO Council

Interviews

MARK SIMONCELLI

Senior Vice President, Americas Consulting

Frost & Sullivan

Mark Simoncelli shares his perspectives on growth and the opportunities organizations must seize in order to achieve it. ... Read On

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