‘It’s still marketing’: Why the role of chief revenue officer is rising
Molly InnesWith brands under pressure to grow and align sales and marketing, could hiring a chief revenue officer be the answer?
With brands under pressure to grow and align sales and marketing, could hiring a chief revenue officer be the answer?
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the explosion of Crosta & Mollica to Premier Food’s plan to drive volume growth, it’s been a busy week. Here is my take.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Crosta & Mollica’s top marketer believes the brand has “punched above its weight” in terms of growth so far but it is now looking to invest to drive brand awareness further.
Brands and their agencies are increasingly turning to studio-based 3D environments instead of shooting their ads on location.
As a premium, fresh-food, branded proposition, Charlie Bigham’s does not fit in with the ready meal category; however, it is these differences that allow it to stand out and deliver “real value” for its consumers, says marketing director Gill Green.
Recruiters are “pleasantly surprised” by how the market is shaping up this quarter, but with job-seeking senior marketers at an “all-time high”, competition is fierce.
Competing priorities will hold you back in this time of budget pressure and economic stagnation, so focus only on creating an offer that meets customer needs.
Brands and agencies are already using GenAI and AI in myriad ways, from segmentation to creative testing, and from media planning to measurement.
There is real clarity in simplicity, but it takes hard work and awareness. Here are three simple approaches marketers can take to achieve that sometimes elusive goal.
Marketers should cease pontificating about the validity of CMOs and their time in post, and start focusing on how to do the job better.
Brand birthdays seem like a big deal to marketers, but consumers don’t care and any money spent celebrating them would be better spent elsewhere.
Marketers pay less attention to where ads are seen than their customers do, which is making them indifferent to unsuitable environments.
Executive coaching can give business leaders new understanding of their teams, empowering them while also encouraging them to challenge themselves.
The audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
The creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
Investing in detailed audience insight helped ITV segment its first-party dataset to fuel the launch of streaming service ITVX.
A multi-layered segmentation strategy helped garden centre chain Dobbies identify the ‘killer’ categories directly influencing customer behaviour.
From interactive outdoor posters to TV, social and experiential retail, Cadbury’s multichannel approach to Christmas 2023 drove a 5.3% sales rise.
The telecoms giant decided to take its support for those facing data poverty up a level with the release of a Christmas card gifting 7GB of free data.
The confectioner’s play to win the chocolate war by axing Bounty helped Celebrations pull ahead of its key competitors over the Christmas season.
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