[Whitepaper] How Can You Experience Growth by Leaps and Bounds?

11/17/2019 How Can You Experience Growth by Leaps and Bounds? | flevy.com/blog
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MANAGEMENT &LEADERSHIP STRATEGY,MARKETING,SALES OPERATIONS&SUPPLYCHAIN ORGANIZATION&CHANGE IT/MIS Other
How Can You Experience Growth by Leaps and
Bounds?
Contributed by Joseph Robinson on August 9, 2018 in Strategy, Marketing, & Sales
Five Stages of Business Growth
25-slide PowerPoint presentation
Consolidation-Endgame Curve
Framework
Growth Strategy
Growth Opportunity
Assessment
The most perfect union in today’s global world is the unlocking of the next wave of growth. Creativity and Data are driving growth by
leaps and bounds. Companies who are harnessing Creativity and Data in tandem have achieved global competitiveness in the complex world
of business.
A good start is combining the power of human ingenuity and the insights gleaned from Data Analytics. The best marketers are those who can
integrate the power combo of Creativity and Analytics into all functions in the Marketing Value Chain.
In the modernization of Marketing, this has become an essential part to drive growth.

Marketers approach Creativity and Analytics in different ways. Let’s take a look at the 3 groups of
Marketers and how they approach Creativity and Analytics.
Idlers
Isolators
Integrators
Integrators as Excellent Marketers
A series of studies was conducted by McKinsey, the Association of National Advertisers, and the
Cannes Lions Festival over 200+ CMOs and senior marketing executives. Results of the survey
showed that Integrators are gaining more ground and achieving more in terms of Market excellence.

Achieving Marketing excellence can drive companies to the edge. Efficient application of Creativity and Data in the Marketing Value Chain
can give Integrators the advantage against others; the Idlers and Isolators.
Idlers
Growing at only 3% a year or less, Idlers have made insignificant progress in utilizing data-driven Marketing practices. Idlers invest least in
Marketing Analytics and only 22% likely to source innovative capabilities to a variety of agencies.
Isolators
The Isolators use both data-driven and creative processes but these processes are not integrated in the company’s marketing functions. Their
marketing processes are done in isolation and are only 23% likely to tap numerous agencies for different types of work.
Integrators
Integrators use more and more Data and Creative processes. Creative functions are becoming more data driven and data-driven functions are
growing more creative.
Integrators have the least likely, of the three groups, to have one large, full-service agency.
Integrators aim to get ideal talents.
Much room for improvement is provided specially in the area of talent acquisition.
Core Principles in Achieving Marketing Excellence
Integrators follow a basic framework to achieve Marketing excellence. This basic framework is anchored on three core principles that can
efficiently integrate Creativity and Analytics into a power combo. By perusing consistent discipline in applying the basic framework in the
various core functions of the Marketing Value Chain, companies can achieve Marketing excellence.
The 3 core principles are the differentiating principles of Integrators. These are the key fundamentals that make Integrators “engaging,”
“unique,” and a core contributor to the creation of brand equity.

Principle 1: Integrators treat Creativity and Data as equal partners.
Creativity and Data closely interplay in creating customer experience and capturing consumer insights. Creative functions become more data-
driven and data-driven functions become more creative.
Integrating Creativity and Data in consumer insights can help uncover ideas that would otherwise never see the light of day. It provides
Integrators the tools to scale up customer experience.
Principle 2: Integrators embed integration through an Agile Marketing Operating Model.
Definition of Agile Marketing

Agile, in the marketing context, means using Data and Analytics to continuously source promising opportunities or solutions to problems in
real time. A high-function agile marketing organization can run hundreds of campaigns simultaneously and multiple new ideas every week.
Many marketing organizations think that they are working in an agile way. But looking deeper below the surface, most often companies are
just partly agile. As a result, companies only gain partial benefits.
Embracing Agile Marketing
Embracing Agile Marketing allows Integrators to innovate more effectively. Building an agile team requires putting together people of
different skill sets and backgrounds to sit side-by-side and collaborate on a daily basis. When this is achieved, several marketing functions are
brought into a single high-performing team.
Agile Marketing Operating Model brings new ideas to market and facilitates quick decision making. Marketing and IT gets to share the same
vision to achieve closer collaboration and integration.
Principle 3: Integrators seek “whole-brain” talent.
Hiring an award-winning creative director or a top-flight data scientist used to enough to improve performance of our Marketing Department.
But today, Marketing demands a more innovative approach. Even Integrators are now looking for something different. Today, Integrators are
focusing on finding and nurturing people capable of working with colleagues of different skills and mindsets.
A “whole-brain” talent keeps our company versatile in effectively integrating Creativity and Data.
Beyond the Principles
Achieving a 10+% growth is expected when companies consistently apply the 3 core principles. World-class Marketing Excellence is reached
amidst a very volatile and complex business environment.
Interested in gaining more understanding on how to achieve Marketing Excellence? You can learn more and download an editable PowerPoint
about Growth through Creativity and Analytics here on the Flevy documents marketplace.
Are you a management consultant?
You can download this and hundreds of other consulting frameworks and consulting training guides from the FlevyPro library.
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About Joseph Robinson
Joseph Robinson is the Vice President of Strategy at Flevy. Flevy is the marketplace for best practices in business management. Learn how
the Fortune 100 and global consulting firms do it. Improve the growth and efficiency of your organization by leveraging Flevy's library of best
practice methodologies and templates. The documents at Flevy (https://flevy.com) are of the same caliber as those produced by top-tier
management consulting firms, like McKinsey, BCG, Bain, and Accenture. Most were developed by seasoned executives and consultants with
20+ years of experience. Flevy covers 200+ management topics, ranging from Digital Transformation to Growth Strategy to Lean Management. You can
peruse a full list of management topics available on Flevy here. Prior to Flevy, Joseph worked as an Associate at BCG and holds an MBA from the Sloan
School of Management at MIT. You can connect with Joseph on LinkedIn here.
View all posts by Joseph Robinson →

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[Whitepaper] How Can You Experience Growth by Leaps and Bounds?

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[Whitepaper] How Can You Experience Growth by Leaps and Bounds?