Marketers are stepping up to drive business results. Creating more networked organizations, targeting above-market growth, and capturing - then using - effective customer insights are core capabilities.

1. THE MARKETER STRIKES BACK
Marketers are stepping up to drive business results
To drive growth, marketers must respond to five key challenges:
A more muscular role for marketers is emerging
compared to last year
What are top marketers doing versus their peers?
+24 +15 +17PERCENTAGE POINTS PERCENTAGE POINTS PERCENTAGE POINTS
Owns CRM and loyalty Drives above-market growthWill invest to counteract challenge
from more agile competitors over
next 1-3 yrs
29%
Believe their role is to
deliver above market growth
18%
More networked in their
organizations
Value automation as a critical
capability
11%
Better at capturing and utilizing
customer insights
40%
51%
30%
11%
30%
1 2Customer
experience limited by
poor insights
Data-driven
but not effective
feel strongly that they
grasp their customers’
Just
13%
can’t measure
the CDJ’s
About
50%
3
Overextended
in the hunt for
capabilities
understanding the
customer jourhey40%
content development
and management45%
Analytics and
marketing
effectiveness
43%
believe they are
feeding data back
into strategy
Only
10%
5
Slow pace
Curent average
development cycle
8
Months
4
Lack of focus
focused on more than
live initiatives... a “do it
all” approach that risks
diffusing impact
More than
95%
McKinsey Marketing & Sales
Source: McKinsey analysis of the Association of National Advertisers "Marketing Disruption II" survey, 2015. In total, 384 client-side
marketers are represented in this survey. Participants include members of various panels, including the ANA Marketer’s Edge Research
Community, ANA members and prospects, the American Marketing Association, McKinsey, Demand Metric, and Spencer Stuart.