Introducing Asia’s new revenue engine: marketing | WARC | The Feed

Diageo India’s CMO, Deepika Warrier, explained at the recent Mint Marketing Summit how marketing is no longer just a function to drive brand awareness and advertising, but is now an independent profit centre and responsible for generating revenue.

Why it matters

Marketing has become a key growth engine as it influences consumer decisions, even before a salesperson interacts with the buyer, and organisations that drive cross-functional alignment with marketing at the core will lead with revenue generation.