Key Strategies to Boost Your Company's Growth by Focusing on Marketing and Branding

Did you know that companies that put marketing at the center of their strategy grow faster? A recent McKinsey study reveals that those that prioritize branding and advertising as strategic pillars are twice as likely to achieve revenue growth of 5% or more. This is true for both B2B and B2C companies.2,3

Marketing, more than just advertising, is a key element in identifying where the true value of your business lies. High-growth companies invest three times more in marketing, demonstrating that understanding and connecting with your customer is the key to success.

Aligning Objectives: General Management and Marketing Must Work as a Team

Despite the importance of marketing, there is often a disconnect between the company's general management and the marketing area. While managers think about profitability, marketing leaders are focused on customer experience. This lack of alignment can stunt growth. To avoid this, it is essential that both roles work together, clearly defining what is expected from marketing and measuring its impact with indicators that reflect the return on investment.

Appoint a customer advocate for your company†

Successful marketing doesn't just depend on having a good team, but on having a key figure: the customer advocate. This role may be played by the marketing leader or another person in the organization, but its role is clear: to represent the voice of the consumer in every strategic decision. This approach ensures that the company's actions are oriented to the real needs of customers, creating a stronger and more lasting bond.

Sustainable growth starts with the right strategy†

Marketing isn't just about launching campaigns, it's an integral part of the growth strategy. Managers must become coaches for their marketing teams, learning closely how these strategies align with the company's global objectives. By making marketing the engine of growth, not only do you increase sales, but you build lasting relationships with customers.

References

• Brodherson, M., Ellinas, J., See, E., & Tas, R. (2024). Put marketing at the core of your growth strategy. Harvard Business Review. https://hbr.org/2024/03/put-marketing-at-the-core-of-your-growth-strategy ÷