Iris Meijer’s Post

Over the weekend, I read this Forbes article about the role of marketing. Basically, the author argues that as marketers have been focused on optimising their channels to help manage cost and to better report value to the C-suite, driving business growth has taken a back seat for some. As a result, executives are demanding that marketing be repositioned as a growth driver. I have always advocated for this and firmly believe marketing can and should have a seat at the table driving the commercial success of the company. Having said that, performance marketing at the expense of brand marketing is not the right way to go either. As Hiroki Asai, Global Head of Marketing at Airbnb says, “When you’re over-indexed on performance, you don’t really have the opportunity to put a narrative out there to tell your story.” It’s certainly not an easy task, but finding the balance between sharing your brand’s story and growing the business is essential - and actually the only way to achieve sustained growth. Read more here: https://lnkd.in/ekgAWqaS

The Most Important Marketing Metric Is Driving Business Growth. Here’s Why

The Most Important Marketing Metric Is Driving Business Growth. Here’s Why

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Simone Morellato

Sr. Director at Broadcom | Marketer, Builder, Innovator | AI Trailblazer, Kubernetes Enthusiast

1mo

Absolutely agree, Iris Meijer. However, the author lost me during the "Think Beyond The Television Screen" section of the article. While TV might be significant for some industries, in tech, we thought beyond TV a long time ago; today, we are actually exploring AI-driven strategies. This got me thinking: we might not be using television, but we are still predominantly using email marketing. With many marketing emails going directly to spam, even government communications have shifted to SMS. More innovative companies are adopting push notifications, in-app messaging, chatbots, and personalized content recommendations to capture user attention, like Spotify’s yearly Wrapped campaign.

Ajay Kapoor

Executive, Performance Driven Marketing at General Motors | CPG, Health Tech, Mobility | AdAge 40 Under 40

1mo

Spot on Iris Meijer - finding the balance (and candidly, the KPIs) on full funnel marketing is critical. It all works in concert and bringing our C-level partners in to lock arms on the daisy chain of marketing for growth is critical.

Steve Szabo

VP, Product Management, Infrastructure | Partnership Development | Strategic Leadership | Technical Expertise

1mo

Thanks for sharing your thoughts on the importance of marketing driving business growth. I completely agree that finding the right balance between performance marketing and brand marketing is crucial for sustained growth.

Justyna Bak

VP of Marketing at Synadia | ex-Google | Data and AI | AppDev

1mo

I believe the most important KPI for marketers is growth, which is achieved over time through a compelling product narrative that's consistently well-executed.

Tom Zimmerman

Vice President - Global Enterprise & Public Sector Marketing

1mo

This resonates well with the practice we’re working on refining in GE/PS! Thanks for the share Iris.

Aligns with the discussions we have Iris. Striking the right cord between brand relevance and performance focus is the right sustainable growth option.

Alla Reznik

Tech Executive | Creative Pragmatist | Board Member | Product Sales & Strategy

1mo

Great read - exactly the point. Growth should be at the heart ❤️ of all organizations in a business. Marketing especially.

Konstantinos Kiourkatiotis

Marketing Director at Vodafone Business Qatar

1mo

Well said Iris! Thanks for sharing.

Very interesting, thanks Iris!

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