Marketing 2020: Getting from here to there

This article summarises research conducted through the ANA Marketing2020 initiative that provides key insights into aligning marketing strategy, structure and capabilities for business growth.

Marketing 2020: Getting from here to there

How does marketing organize for growth? Let these key insights from Marketing2020 be your guide.

Marketing has become much like the weather in New England: If you don't like what you see now, just wait a few minutes. In an age of dizzying change, shifting priorities, and snap decisions, it can be challenging for marketers to grasp what the future holds one year from now, let alone five. Enter Marketing2020: Organizing for Growth, the most comprehensive global marketing leadership initiative ever undertaken. Through vision interviews with more than 250 leading CMOs and an...

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