The role of CMOs in long-term growth for scale ups

In this article, Matthew Pover, Group Growth Officer at What’s Possible group shares some of the challenges startups face, and the role of marketing to help develop and execute strategies that deliver their long-term growth.

Scale-up brands

This article is part of a series of articles from the WARC Guide to scale-up brands. Read more

There are now more than 1,200 unicorns in the billion-dollar startup club, topping $4 trillion in value in 2021. That’s double the value of the world’s unicorns at the end of 2020.1

But forget what you heard, read, saw on these highly valued companies because, despite this record year, unicorns don’t grow on trees. Neither do successful scale-ups.

You’d be forgiven for thinking they do, thanks to survivorship bias – the human tendency to study success...

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