Profitable growth and pricing power: Your Marketing Week
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 marketers looking to assert their authority over profitable growth to the benefits of pricing power, it’s been a busy week. Here is my take.
Growing pains
Last month, we published a profile of the excellent CMO of Carlsberg, Yves Briantais. Among many truisms in the article, this stood out: “If a marketer thinks profitability is not his or her job, there’s an issue.”
Now, you might say that this is thuddingly obvious. So much so, that it didn’t, or shouldn’t need saying. Many marketers, it seems, do need reminding of just that, though.
This week we published an excellent feature, linked to below, lining up a series of smart marketers who were united in the same assertion – driving profitable growth is key. Key as a barometer of success for marketers, key to contributing effectively to the bottom line, key, ultimately, to marketing and marketers’ credibility. Wise words, impossible to argue against.
