Thinking

January 2021

From chaos to clarity

As many businesses have struggled to keep up with changing consumer behaviors, emerging technologies and a relentless focus on proving ROI through short-term sales, over a number of years the role of marketing and the CMO has been questioned, beaten up and split apart.

However, 2020 has put marketing back in the spotlight and the smartest marketers and CEOs are already thinking about how a re-energised and empowered marketing function can help power the next phase of transformational growth.

Global growth consulting business Clear, part of the M&C Saatchi Group, has published a new whitepaper on the future of the marketing function, detailing the increased power of CMOs and their teams in boardrooms across the world. Based on a global survey of more than 700 CEOs and CMOs across the US, UK, Germany, Singapore and China, the whitepaper outlines how marketing can use this increased influence to drive growth.

While marketing has never been more influential, the report warns that there are pitfalls to be navigated – including an impending talent crisis, with not even 1 in 5 senior marketers having the ambition for a top CMO role. It identifies the four ways chaos is undermining growth and launches new proprietary growth frameworks designed to help leaders harness chaos for gain.

You can download the full report here.