MARKETING: GROWTH ENVIRONMENT

Frost & Sullivan’s experience has shown that the primary challenges for marketing executives revolve around the pressure to identify new opportunities for growth in a competitive landscape. Marketing professionals struggle with perennial issues, such as continuous market growth through vertical expansion and identifying new markets or applications for established products and services; integrating with their primary marketing channel (sales); and monitoring efficiency and expenditures through metric-based analysis.

A root-cause cited for these challenges can be mapped back to shortcomings in staff and reassessing processes. This finding is consistent with the latest results of Frost & Sullivan’s Annual CEO Survey – making notable mention – finding talent in the marketplace is a highly rated internal challenge revealed by CEOs.