MMA India along with GroupM unveiled its annual report - Modern Marketing Reckoner 2022: Building Winning Marketing Organisations.
Key highlights of the report:
It is inspired by the MMA Global report which finds that the difference in sales growth performance for firms with low and high marketing capability fit is 3X or three times. It further states that a 1% improvement in marketing capability fit for firms is associated with a 2.5% increase in sales growth recommending a structured methodology and framework that enable organisations to match capability fit to drive growth and performance.
The MMA India report showcases ways to improve capability fit and brings forth an ecosystem POV to share key insights and expertise on building winning marketing organisations.
The Modern Marketing Reckoner 2022 offers a playbook for the modern marketer across various pillars spanning brand, consumer, data, technology, and organisational culture. It is a combination of insightful viewpoints of more than 50 marketing leaders from diverse modern marketing organisations. It showcases the modern marketing capability map which is a combination of customer value and organizational value and is a comprehensive guide that focuses on discovering growth, building platforms, leveraging assets, enhancing data creation, and management, increasing personalization, augmenting value, and building purpose and communities among many others.
Moneka Khurana, Country Head and Board Member India, MMA India, said, “The huge societal and behavioural changes in the last two years have forced marketers to learn how to put in place the technology, people, and processes needed to better understand consumer needs and provide more authentic and immersive as well as relatable customer experiences. It has also accelerated the need for marketers to keep up to date with the emerging trends in marketing and find effective ways to leverage them. MMA is working towards shaping the future of modern marketing by enlightening, empowering, and enabling marketers with valuable insights and tools, and the Modern Marketing Reckoner - A tool kit to build winning marketing organisations is yet another key step in this direction”.
Prasanth Kumar, CEO, GroupM South Asia and MMA India Co-chair, said, “The last two years have seen tectonic shifts in consumer behaviour, technology, and data. At GroupM, we aim to be at the forefront of these changes and help our clients navigate them. The Modern Marketing Reckoner 2022 is an initiative in that direction. This year’s report offers very helpful insights from industry and GroupM experts on how to build winning marketing organizations. The report showcases the modern marketing capability map which is a combination of customer value and organizational value and is a comprehensive guide that focuses on discovering growth, engaging with consumers, and making future centric and scalable organisational changes. I am certain that this playbook is going to play a vital role for marketers in the journey of building winning marketing organizations.”
The pandemic has drawn the spotlight on marketers to focus on enhancing marketing capabilities to compete with the competition. Marketing organisations that win in such a context must make clear choices on the ways to create value for their consumers and deliver value to the corporation. This annual report will enable marketing organisations to not only identify the capabilities required but also measure the current capabilities and examine the fit in terms of the gap between the two to accelerate business growth and performance.
To access the full report, click here –