Growth Engineering: Mapping Routes to Revenue

Effective use of on-demand knowledge, predictive analytics, customer insight and market intelligence are essential to mapping growth strategies and driving innovation and transformation across the enterprise. Revenue growth and competitiveness are contingent on real-time monitoring of geo markets, product categories, new technologies, customer behavior and global economic and regulatory changes. Assessing and sustaining growth requires new disciplines, data-driven decision making, digital proficiency, and adaptive organizational cultures.

The Chief Marketing Officer Council and Business Performance Innovation Network are engaging with leaders across global enterprises in a new conversation about the requirements for Growth Engineering in today’s global, digitally driven, hyper-competitive business world. The CMO Council and BPI Network are also be teaming with other providers of next-generation solutions and best practices that accelerate revenue growth and customer acquisition, improve market and customer visibility, identify new opportunities, improve partner integration and success, and manage and optimize profitability and revenue performance.

The Growth Engineering initiative includes the creation of this microsite, the Growth Guidance Center (GGC), to explore what factors and forces inhibit, disrupt, accelerate, diversify and sustain growth. The GGC will foster information sharing and dialog, aggregate relevant content, case studies, executive perspectives and new thought leadership studies, promote best practices, and enable self-assessments and audits of opportunities, organizational capacity and assets for growth.

Recent studies by the CMO Council and BPI Network have underscored the growing expectations and imperatives among CMOs and other C-Suite executives to take responsibility and drive innovation around growth and business performance. Research undertaken by the CMO Council, entitled “The CMO Shift to Gaining Business Lift” found that a quarter of all respondents believe the CMO is now primarily responsible for growth strategies and revenue generation.

Some 70 percent say their organizations expect marketing to be the primary revenue driver and business growth architect. Yet many CMOs surveyed appear to be struggling to embrace data-driven analytics in the pursuit of revenue and more profitable enduring customer relationships. Studies by the BPI Network have found high expectations for new growth and business models driven by emerging technologies, such as IoT, artificial intelligence and 5G.

Key areas of exploration and assessment for the Growth Engineering initiative include:

• Issues, obstacles, complexities and challenges
• Enablers, drivers, multipliers and accelerators
• Market forces, factors, restrictions and constraints
• Cultural, structural and organizational restraints
• Competitive advantages, intensity and scalability
• Strategic account penetration and consolidation
• Digital disruption and market migration/maturation
• Technology innovation and process automation
• Product invention, diversification, extensions and add-ons
• Pricing strategies, margin factors and product sourcing costs
• Customer acquisition, value creation, retention and recovery
• Channel dependency, disintermediation and automation
• Cross border complexities and emerging market dynamics
• Regulatory, legislative, risk, policy and compliance inhibitors