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CMOs are being replaced and renamed as chief customer officers, chief revenue officers, chief strategy officers, and chief growth officers. Marketing is no longer being siloed as a separate function, but instead integrated more closely into areas such as sales, product, technology, and operations in Upgrade JAMB Score 2023

This past year, companies including Uber, Johnson & Johnson, and Taco Bell have eliminated the CMO position. Marketing is just too important to be an isolated function.

So, how will marketing agencies operate in this new environment and sell their expertise to very different types of teams?

To succeed in this new world, the way forward for agencies must be to evolve — both in their understanding of how to drive growth across the business and in delivering better user experiences. It’s crucial that agencies understand work across the C-suite to show how an idea, proposition, or strategy can create long-term value.

Advertising alone can no longer do the job. Whether you’re a holding company-backed agency or an independent shop, you’re at the starting point of a journey that will define what’s next and how you can uniquely deliver value to brands. Check our Homepage

That’s what our consultancy, Dendro, is currently focusing on: engaging further upstream with clients to be drivers of business growth, not just brand growth, and helping navigate change across the C-suite as brands go through transitions.

We’re helping enterprises develop corporate narratives and articulate product value propositions that can ultimately improve customized selling stories and pitch decks. We’re guiding companies on ways to restructure their acquisitions and reimagine their business model around a new brand. And, we are working with startups to define their brand and go-to-market strategy.

Looking back on my own journey, I find that what I’ve learned can inform several key opportunities for agencies to better drive long-term value for brands.

Clients don’t care who delivers value.

They want business results driven by creativity. They have access to the best and brightest: consultancies that understand how to articulate their business challenges, agencies that can tell their story to the masses, and tech platforms that can efficiently broaden reach.

When building or marketing a brand, know exactly what makes it different. If you can understand the soul of a brand from both a strategic and creative lens, you’ll be able to decipher its core challenges to deliver revenue-driving solutions.

Brands are not built from advertising anymore.

They are built from a confluence of customer thinking and technology changes. As industries converge and culture changes, new opportunities are created. Agencies must consider evolving customer needs to help C-suite leaders transform at an accelerated pace. That means thinking beyond ads to develop products, services, and experiences that create real value and marketing ROI.