Three Drivers of Financial Value, Six Marketing Levers
A paper that translates marketing into the language a finance chief already uses, deriving six levers from the formula investors apply to value a business.
Publication Type: <span>Report</span>
Increasing CMO Impact, Presented at Meta
A London session drawing on the IRG Impact Study to argue that stakeholder value creation tracks with revenue growth, and that marketing is the function best placed to lead it.
The Impact Study at the Amsterdam Roundtable
The Impact Study presented to a C-suite roundtable, from the end of a fifty year era to the five ambition levels a company can choose between.
Humanizing Growth: A Roadmap Out of the Silence
A February 2024 article proposal arguing that leaders who believe in stakeholder value have stopped talking about it, and that the Impact Study offers them a route back.
Left Brain, Right Brain, and the Heart
The Whole-Brained session on rebalancing analytics, creativity and empathy, with a practitioner’s account of what AI can already do to advertising and what it costs.
Culture Is a Script, and Scripts Can Be Rewritten
The Open Culture session: why culture is not company DNA, what overperformers do differently, and how to give feedback that people can use.
A Blueprint for the Overstretched CEO
The campaign deck for IRG’s Impact Study launch, carrying the statistics, poll questions and study scale used to introduce it.
The IRG Impact Study
The public description of the Impact Study: what it set out to find, who took part, and where its findings were presented.
Reimagine the Future, Redefine Growth
The Impact Study presented as a four-part method for implementing humanized growth, with the over-performer gap reported on each move.
From a Seat at the Table to a Unifying Force
The marketing deep dive from the Achieving Sustained Value Creation study, arguing that marketing’s influence is falling while the bar for the role keeps rising.