Fix Your Growth Process, Not Your C-Suite team and Job Titles
CEOs and Board Members before you hand out another C-Suite pink slip, consider this: Your growth stagnation likely stem from outdated processes, not necessarily underperforming executives.
The business landscape has transformed radically. Hierarchies are yielding to networks and today your customer owns your Brand and Growth even in B2B. So knowing that, why is the average tenure for CMOs and CROs 18-24 months? And they are out of sync. Crazy. This leadership merry-go-round isn't your business solution—it's part of your problem.
No single executive can solve the current systemic issues:
Misaligned Ideal Customer Profiles in rapidly changing markets
Lack of actionable insights on the buyer purchasing journeys
Disconnected data hindering holistic customer views
Lack of connection with winnable buyers
And they sure can’t fix it in 18-24 months. These challenges demand a fundamental rethink of growth strategies and a change of corporate mindset.
The solution lies in:
Identify your company’s winnable customers
Gaining clear insights into the winnable customer buying journey and all the people involved in the decision making process
Aligning your strategy with opportunities for winnable customers
Getting a 360 degree view of the business and the customer
Aligning the business around the customer’s priorities
The COVID-19 crisis changed how companies purchase enterprise solutions and according to McKinsey 78% of CEOs say they recognize that change and now rely on marketing leaders to drive growth.
Stop firing your CMO you need them. Look beyond individual Leadership performance or single business function performance. Your outbound methods of the past won't meet your goals now or in the future. Transform your organization from a rigid hierarchy into an agile, intelligent customer connected organization.
Today's organizations need the MarketIN™ growth processes. A company wide networked intelligence system that empowers the entire leadership team and provides clear visibility into market dynamics and buyer journey now and into the future.
If you want help seeing your growth path, winnable customer buying journey and transforming your business processes and mindset hire Touchpoint Strategies. It’s less expensive than firing your CMO or CRO and more effective? We see growth in every clients’ business MarketIN.
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