Fueling sustainable growth

Despite ever-increasing sales and marketing budgets, many businesses are struggling to achieve profitable growth in highly competitive markets characterized by an abundance of choice and diminishing brand loyalty.

Businesses in most industries are under increased pressure to identify and capture new, sustainable sources of profitable growth. Management teams must, therefore, find and channel the right funds and resources behind those growth opportunities that have the highest potential in the long term. The challenge for business leaders is how to improve the effectiveness and efficiency of commercial spend without jeopardizing the top-line.

With further mid and back office savings becoming more and more difficult to achieve, the spotlight is now moving to the more complex front office which has not yet in many businesses been subject to the same level of rigorous scrutiny.

Management teams often have only limited insight into the real effectiveness and financial return on their commercial investments and ever more demanding consumers and customers together with a proliferation of communication channels and touch-points further complicate the situation.

Creating value and sustaining growth in the long term

Our experience has shown that while it is relatively easy to make short term performance improvements, the challenge is how to create value and sustain growth over the long term. This requires leadership to effect changes to behaviors and ways of working, underpinned by fact-based insights about what activities are working and why.

Are you like many of the CEOs, CFOs and sales and marketing directors we meet, asking one of the following questions:

1. Where do growth opportunities lie and how can we be more focused on realizing them?
2. Are we spending the right amount on sales and marketing to grow our brands and overall business?
3. Can we reduce our commercial spend through effectiveness and efficiency gains without adversely impacting on our strategies and top-line growth?
4. Are we investing behind the right consumer touch-points and marketing activities to drive sales of the right brands in the right channels and outlets on the right terms?
5. How can we instil greater accountability for commercial outcomes and financial results?

Then read our point of view in which we explain how you can address these questions. Download here or request a copy by e-mailing [email protected].