The Marketer of the Future initiative, conducted by WFA in partnership with Oxford, explores the evolving capabilities required for marketing teams to remain future-fit. The research, combining qualitative insight from senior marketing leaders with quantitative data from almost 600 marketing executives, identifies clear priorities for CMOs seeking to enhance their function’s capabilities and strategic impact.
[embedded content]
At the heart of our findings is the Marketer of the Future Flywheel Framework, which defines five critical areas where high-performing marketing organisations excel:
- Marketing Fundamentals+
- Aligned Growth Strategy
- Functional Integration
- People & Technology
- C-Suite Impact & Influence
The pursuit of these five drivers provides the clarity, the ability and the air cover for marketing teams to deliver tangible value and adapt at the speed of culture. It’s the marketing organisations that are prioritising and embedding these five elements that are outpacing their peers in terms of growth.
This report provides analysis of each section of the flywheel, brought to life by opinions from key marketing leaders and the related data points sourced exclusively from the study. It also contains actionable checklists for each section for CMOs to contrast against their own marketing organisations to identify potential actions.
In this report, you will learn about
5 things that leaders do better
Statistical differences between the leaders and laggards show us five things that leaders do better. This resulted in the development of our Flywheel Framework.
Non-WFA members can download here
Non-WFA members can download here
-
Read the press release
The goal of this work is to help participating brand
owners benchmark their own approach and benefit
from potential actions to drive improvements during
a time of unprecedented change.
- Views on the challenges CMOs face
- CMO perspectives
- The skills required of the future marketer
- Expectations of the ‘unicorn marketer’
- Insights on having a longer term, sustainable impact
[embedded content]