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16 January 2024 / Brief
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Copy LinkCEOs will rely on their marketing and communications functions as important drivers of both short-term profits and longer-term growth over the next five years. When it comes to profitable growth in the year ahead, CEOs globally rank “increase sales via marketing” as their second-most-critical driver after “new products and services.” Innovation and marketing remain the core functions of business growth, while communications protects the base.
CEOs will rely on their marketing and communications functions as important drivers of both short-term profits and longer-term growth over the next five years. When it comes to profitable growth in the year ahead, CEOs globally rank “increase sales via marketing” as their second-most-critical driver after “new products and services.” Innovation and marketing remain the core functions of business growth, while communications protects the base.
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