‘It’s still marketing’: Why the role of chief revenue officer is rising
Molly InnesWith brands under pressure to grow and align sales and marketing, could hiring a chief revenue officer be the answer?
In-depth features, interviews and insights into marketing’s biggest issues.
With brands under pressure to grow and align sales and marketing, could hiring a chief revenue officer be the answer?
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the explosion of Crosta & Mollica to Premier Food’s plan to drive volume growth, it’s been a busy week. Here is my take.
Mars introduced a tool that uses “behavioural philosophy” to predict the impact of creative in driving sales in 2020, part of its eternally evolving effectiveness effort.
Crosta & Mollica’s top marketer believes the brand has “punched above its weight” in terms of growth so far but it is now looking to invest to drive brand awareness further.
Brands and their agencies are increasingly turning to studio-based 3D environments instead of shooting their ads on location.
As a premium, fresh-food, branded proposition, Charlie Bigham’s does not fit in with the ready meal category; however, it is these differences that allow it to stand out and deliver “real value” for its consumers, says marketing director Gill Green.
Recruiters are “pleasantly surprised” by how the market is shaping up this quarter, but with job-seeking senior marketers at an “all-time high”, competition is fierce.
New Guy is the Coca-Cola Company’s first ad that brings together different brands in its portfolio in the same spot.
At the end of every week, we look at the key stories, offering our view on what they mean for you and the industry. From the changing role of the CMO to the need to speak the language of the boardroom, it’s been a busy week. Here is my take.
The audio brand’s collaboration with US rapper Doja Cat went from the Grammy Awards to viral TikTok sensation, helping JBL resonate with its key Gen Z audience.
The cyber security business, which owns brands including Norton and Avast, had marketing involved from the start in its latest product launch, an example of its customer-centricity, says marketing lead Krista Todd.
The creative agency improved its pitch conversion rate by 28% in 2022, attracting brands from Netflix to Wayfair in the process.
As job titles and responsibilities for top marketers continue to change, CMOs from Marketing Week’s Top 100 discuss how they’re navigating the shift.
Virtual production helps brands to cut the costs and environmental harms of video shoots, without compromising on the creative possibilities.
Five top marketers from a range of businesses share their outlook for the future of marketing leadership, from struggles with role fragmentation to the need to be deep collaborators.