Summary
This McKinsey report explores how consumer and retail marketing leaders can redesign their operating models to drive business growth. The study, based on a survey of 104 global C-level marketing executives, emphasizes the need for agility, collaboration, and new capabilities such as generative AI. It proposes an integrated marketing model that connects teams, streamlines processes, and enhances data-driven decision-making for sustained growth.
Key Take Aways
- Growth Responsibility: CMOs now oversee both traditional marketing and emerging functions like AI and sales innovation.
- Capability Gaps: Although 87% of leaders recognize brand building as essential, significant maturity gaps exist in strategic areas like AI adoption and performance management.
- Operating Model Deficiencies: Only 27% of leaders rate their marketing models as mature, citing silos and fragmented decision-making as major challenges.
- Data and Analytics: 64% of leaders report underutilizing data-driven insights in marketing decisions, limiting effectiveness.
- Generative AI Adoption: While 74% see AI as an opportunity, only a small percentage have made progress in automation and scaling AI use cases.
- Agile and Collaborative Structures: Companies need to mobilize cross-functional teams, establish centers of excellence, and implement flexible governance.
- Strategic Partnerships: Optimizing third-party relationships is crucial for capability enhancement and marketing efficiency.
- Cultural Shift: Leaders must foster a culture that values rapid experimentation, collaboration, and customer-centric innovation.
- Creative Excellence: Only 16% of CMOs prioritize strategies linking creativity to commercial outcomes, indicating room for improvement in marketing creativity.
- Future-fit Model: A well-integrated marketing system can connect expertise, ways of working, and strategic objectives to achieve dual growth priorities.
Innovation
- AI Integration: Companies are using generative AI for creative efficiency, personalization, and media optimization, though adoption is still limited.
- Centers of Excellence: High-performing organizations leverage centralized hubs to accelerate capability scaling and knowledge sharing.
Key Statistics
- 74% of leaders view generative AI as an opportunity, but only 5% are actively building capabilities.
- 64% admit that marketing decisions are not primarily driven by data analytics.
- 27% of marketing leaders believe they have a mature operating model fit for growth.
Original: LINK
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