{"id":4269992,"date":"2021-01-28T10:56:51","date_gmt":"2021-01-28T08:56:51","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/growth-marketing-strategy-trends-to-watch-2021\/"},"modified":"2021-01-28T10:56:51","modified_gmt":"2021-01-28T08:56:51","slug":"growth-marketing-strategy-trends-to-watch-2021","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-au\/insight\/growth-marketing-strategy-trends-to-watch-2021\/","title":{"rendered":"Growth marketing strategy & trends to watch in 2021"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tGrowth marketing strategy & trends to watch in 2021\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tSam Huston\t\t
\n\t\tCSO of Growth, Americas\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t28 January 2021\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\n\t\tThe challenges and opportunities for CMOs and forecasting\t<\/h2>\n\t\t\t\t\t
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\n\t\tThis forecasting theme clearly surfaced in our 2020 B2B growth marketing report, based on a survey of 500 CMOs. In that survey, taken a few months after the start of the COVID-19 pandemic, CMOs listed resource allocation (23%), budgets (18%), and planning (12%) as their biggest challenges. As we move into 2021, we anticipate the issue to persist, and as a result, that strategic, agile planning will become a critical skill for marketers, as the lack of stable year-over-year numbers will increase pressure for CMOs to move to more sophisticated modeling methods. In today\u2019s environment, marketers can no longer afford to rely on historical data to make sound decisions — they need to pivot and capitalize on day-to-day insights and real-time data modeling to break through and lead.

And at a time when budgets are tight, and resources are thin — whether running marketing programs in-house or through agency partnership — CMOs have options beyond hiring full-time employees to build proprietary forecasting models. In 2021, agencies will be increasingly called upon to either provide standalone forecasting or integrate forecasting models into campaigns already underway. Agencies also have the advantage of a breadth of data that gives CMOs insight into the full competitive and macro landscapes, not just their own company outlook.

If there\u2019s a silver lining, it\u2019s that CMOs are largely in the same boat. This not only drives the opportunity to make new connections and learn from others — something so important at a time when face-to-face interaction is lacking — but also to identify and partner with like-minded brands to make strategic, nimble partnerships. The current environment has introduced disruption — and opportunity — for all, and such partnerships can lead to a strengthened service offering that meets a holistic market need or to the development of new, digital technologies that allow for cross-channel forecasting based on real-time models vs. static benchmarks.\t<\/p><\/div><\/div>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t