Three Things Marketing Organizations can do to Drive Growth

This presentation will introduce the modern ways in which a marketing organization can create value. Despite the opportunities, most organizations are not satisfied with the impact of marketing. With the research support from the Mobile Marketing Association, we conducted in-depth interviews with 130 senior marketing leaders across industries to understand the problem and to learn how they were adapting their organizations to compete in today’s environment. The solutions framework emerging from this research has been reviewed and refined over two years by a panel of marketers. Further, a measurement tool has been created to guide decisions. Key takeaways: - 3 key reasons marketing leaders struggle with transformation efforts. - An evidence-based operating framework to guide leaders in modernizing their marketing operations. - Strategies for improving marketing impact on growth via improvements in marketing capabilities. About Shubu Mitra Shubu is COO of MarCaps and is dedicated to helping clients successfully apply MarCaps frameworks, tools, and processes to develop a growth-oriented marketing capabilities plan. Prior to co-founding MarCaps LLC, Shubu led Agile Measurement to assist marketers measure, monitor, and manage their online and offline marketing, advertising, and promotion efforts using agile data-driven approaches. Shubu was also Director of Connection Effectiveness and Productivity at The Coca-Cola Company where he led Coca-Cola’s global effort to improve the effectiveness of brand marketing communications and increase media productivity. Shubu started his career as a consultant with McKinsey & Company and worked with several CPG clients on brand growth strategy and marketing spend effectiveness. Shubu holds a Bachelor's degree in Mechanical Engineering and an MBA from India and a Ph.D. in Marketing (ABD) from Krannert Graduate School of Management, Purdue University.