One of the things you most frequently pick up at any marketing meetings these days is the term ‘growth’. And for obvious reasons, too.
The need of the hour across most marketing-driven organizations is to start thinking ‘macro’, to aggregate the best revenue generating and brand building ideas from everywhere they pour in, and to build teams that think beyond campaigns and copies.
In my recent stint at a marketing organization, one of that vital tasks that I and the team were signed up for was to help drive the said company’s sustainable growth agenda. And as a team, we realized early on that playing by the conventional rules of the game would not cut it if we really had to tear through the noise in the market. What we also realized was that this was a great opportunity for the lot of us to help map a new way of work for the entire marketing team. Continue reading