Publications
Studies, playbooks, reports, articles, and practical frameworks from the Institute for Real Growth.
Study
What Marketing Does Has Changed. How It Is Organized Has Not.
A summary of the Marketing 2020 findings, arguing that winning brands combine big insights, purposeful positioning and total experience, and that capability is what correlates most strongly with
Article
The Ultimate Marketing Machine
The Marketing2020 argument in full: there is no ideal org chart, and structure has to follow strategy.
Study
Organizing for Growth: The Marketing 2020 Summary
The full Marketing 2020 readout, from the trends forcing the change through the three winning brand characteristics to the org chart it implies and what it takes to
Study
Marketing2020: What Separated Over-Performing Marketing Organizations
The Marketing2020 study brochure, setting out the three winning brand characteristics, the five drivers of an effective marketing organization, and the survey gaps between over- and under-performers.
Study
Marketing2020 Key Findings, December 2013
The December 2013 summary of Marketing2020: what the study measured, the ten things it expected to be different, and the five organizing principles it recommended.
Press Release
Nearly Three-Quarters of Marketers Say Societal Purpose Drives Growth
Early Marketing2020 findings presented at the first CMO round table held at the Cannes Lions Festival, chaired by the chief marketing officers of Unilever, IBM, Visa and Adobe.
Report
Planning the Marketing2020 Publication Program, May 2013
The content roadmap work session for Marketing2020, recording the state of the research in May 2013, the events it would be presented at, and the publishing calendar the
Study
What Marketing Does Changed Beyond Recognition. How It Organizes Did Not
A summary of Marketing2020, built on 250 vision interviews and 10,231 participants in 92 countries, setting out three characteristics of winning brands and five ways of organizing for
Study Report
Marketing2020: What Over-Performing Marketing Organizations Do Differently
The Marketing2020 study drew on more than 250 CMO interviews and a survey of over 10,000 people in 92 countries. It names three brand characteristics and five organizational