Top 5 'plays' to drive market growth for CMOs

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The CMO’s Growth-Driving Playbook is a compilation of insights from the top 18% of growth-driving CMOs from Deloitte's recent survey. Their ‘plays’—common goals, mandates and approaches—provide a glimpse of how today’s marketing vanguard is advancing the growth agenda and reshaping the role of the modern CMO.

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Headline Verdana BoldTop 5 ‘plays’ to drive growth
Common goals, mandates & approaches from top
marketers - CMOs Growth Driving Playbook

Top 5 Plays for GrowthCopyright © 2018 Deloitte Development LLC. All rights reserved. 2
Define the Difference Between
Gains and Growth

Top 5 Plays for Growth 3Copyright © 2018 Deloitte Development LLC. All rights reserved.
The top 18% of growth driving CMOs surveyed not
only define growth—they spell out the difference
between short-term gains and long-term growth
and profitability.
GAINS = Short-term “pops” of engagement and transaction,
typically resulting from efforts such as individual sales-enablement
programs and demand-generation campaigns.
GROWTH = Long-term, sustainable expansion delivered through
corporate-wide, revenue-focused strategies and decisions.

Top 5 Plays for GrowthCopyright © 2018 Deloitte Development LLC. All rights reserved. 4
Speak the Language of the Business

5Copyright © 2018 Deloitte Development LLC. All rights reserved. Top 5 Plays for Growth
According to our survey respondents, the business
overwhelming sees revenue as the top measure of
growth (95%).
Growth CMOs surveyed largely embrace this key
business metric – not just marketing metrics -
with 76% agreeing revenue is their top measure
for growth.

Top 5 Plays for GrowthCopyright © 2018 Deloitte Development LLC. All rights reserved. 6
Connect Across Functional Silos

7Copyright © 2018 Deloitte Development LLC. All rights reserved. Top 5 Plays for Growth
Silos can plague all CMOs but growth drivers
surveyed see it as less of a constraint to success -
(36% of growth drivers versus all CMOs at 47%).
Many growth-driving executives agree that the
best approach isn’t to attempt to remove silo
walls, which can threaten functional stakeholders
and heighten a company’s aversion to risk.
Instead, these executives actively build
connections.

Top 5 Plays for GrowthCopyright © 2018 Deloitte Development LLC. All rights reserved. 8
Mobilize Support for the Growth Agenda

9Copyright © 2018 Deloitte Development LLC. All rights reserved. Top 5 Plays for Growth
Growth-driving CMOs surveyed indicate they are
working to rally corporate leadership around the
customer. 50% of growth drivers surveyed believe
they are totally aligned with their champions and
allies, and that these corporate power centers are in
full support of their growth agenda and activities.

Top 5 Plays for GrowthCopyright © 2018 Deloitte Development LLC. All rights reserved. 10
Think Like a CEO—and Prepare for the Role

About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL
and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see
www.deloitte.com/about for a detailed description of DTTL and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP
and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.
Copyright © 2018 Deloitte Development LLC. All rights reserved.
36 USC 220506
For more information on the CMOs Growth
Driving Playbook, visit us at CMO.Deloitte.com.

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Top 5 'plays' to drive market growth for CMOs

1. Headline Verdana BoldTop 5 ‘plays’ to drive growth Common goals, mandates & approaches from top marketers - CMOs Growth Driving Playbook

3. Top 5 Plays for Growth 3Copyright © 2018 Deloitte Development LLC. All rights reserved. The top 18% of growth driving CMOs surveyed not only define growth—they spell out the difference between short-term gains and long-term growth and profitability. GAINS = Short-term “pops” of engagement and transaction, typically resulting from efforts such as individual sales-enablement programs and demand-generation campaigns. GROWTH = Long-term, sustainable expansion delivered through corporate-wide, revenue-focused strategies and decisions.

5. 5Copyright © 2018 Deloitte Development LLC. All rights reserved. Top 5 Plays for Growth According to our survey respondents, the business overwhelming sees revenue as the top measure of growth (95%). Growth CMOs surveyed largely embrace this key business metric – not just marketing metrics - with 76% agreeing revenue is their top measure for growth.

7. 7Copyright © 2018 Deloitte Development LLC. All rights reserved. Top 5 Plays for Growth Silos can plague all CMOs but growth drivers surveyed see it as less of a constraint to success - (36% of growth drivers versus all CMOs at 47%). Many growth-driving executives agree that the best approach isn’t to attempt to remove silo walls, which can threaten functional stakeholders and heighten a company’s aversion to risk. Instead, these executives actively build connections.

9. 9Copyright © 2018 Deloitte Development LLC. All rights reserved. Top 5 Plays for Growth Growth-driving CMOs surveyed indicate they are working to rally corporate leadership around the customer. 50% of growth drivers surveyed believe they are totally aligned with their champions and allies, and that these corporate power centers are in full support of their growth agenda and activities.

11. Copyright © 2018 Deloitte Development LLC. All rights reserved. 11Top 5 Plays for Growth Brands including McDonald’s, Chipotle, Taco Bell, Campbell Soup, Mercedes Benz, Gilt Group, Royal Dutch Shell and H&R Block have brought on CMOs to fill the CEO post. Commonly the hallmark of these executives is that while they were passionate about the brand, they led by understanding and embracing the business. Generally, no other office in the C-suite is as equipped with a direct understanding of the customer.

12. About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”), its network of member firms, and their related entities. DTTL and each of its member firms are legally separate and independent entities. DTTL (also referred to as “Deloitte Global”) does not provide services to clients. Please see www.deloitte.com/about for a detailed description of DTTL and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2018 Deloitte Development LLC. All rights reserved. 36 USC 220506 For more information on the CMOs Growth Driving Playbook, visit us at CMO.Deloitte.com.

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