Insight

In the classic 4P marketing model, a new “P” has taken center stage: Purpose.

When companies lead with why, they grow faster, attract better talent, and build stronger brands. OBOS is a great example — with 550,000+ members, they’ve built loyalty by building community.

AI and its impact on innovation, marketing, and operational efficiency is accelerating. Yet the true game-changer is how AI and human expertise combine to drive profitable growth. For C-level leaders, the challenge is twofold adresses TRY at their latest seminar:

1. Lay a robust data foundation
2. Foster a culture of collaboration between AI and IQ

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The trends shaping 2025 present both opportunities and challenges for B2B organizations. Companies that proactively embrace customer-centricity, leverage data for strategic insights, integrate brand building into their growth plans, enable digital transformation, and foster cross-departmental collaboration will be best positioned to succeed.

It’s the ultimate business imperative: defining market resilience, driving enterprise value, and unlocking sustained competitive advantage.

Most CEOs, C-level and board members miss this. If they truly understood, they’d invest in brand with the same rigor as M&A or operational efficiencies. The verdict is clear: neglect your brand, and you surrender your future relevance, profitability, and market leadership.

At the C-level, sales teams are often regarded as the primary drivers of success, with closed deals viewed as the ultimate metric of growth. While crucial, this perspective overlooks a vital truth: Sustainable growth comes from aligning brand strength and market relevance to drive sales. If C-level leaders fail to recognize this, their organizations will struggle to maintain competitive advantage and achieve long-term success.

Price and Promotion are two key drivers of profitable growth. Evidence from DNB and Dentsu highlights how thoughtful, data-driven strategies in these areas can yield measurable financial results and sharpen competitive advantage. Additionally, research from firms like McKinsey and Forrester can further validate and refine an organization’s approach.

In a strategic move to ensure future growth, Starbucks' new CEO, Brian Niccol, is launching the role of Global Chief Brand Officer (CBO). This decision emphasizes a critical insight: growth is more than sales. It's not about relying solely on a sales-driven approach—it's about building a strong brand that fuels long-term growth by stimulating marketing, communications, customer experience and sales.

In today's competitive business environment, an unspoken “battle” exists between marketing departments, which focus on generating leads, and sales teams, which concentrate solely on closing deals.

By redefining the role of marketing and sales within the organization, and appointing a Chief Growth Officer, companies can bridge the gap between lead generation and customer loyalty.

Integrating ERP, CRM, and marketing platforms is essential for building an audience-centric approach that ensures brand relevance and drives revenue growth. By leveraging data across these systems, businesses can create personalized experiences, improve operational efficiency, and achieve sustained growth.

The importance of being truly data-driven cannot be overstated. By investing in robust data structures, implementing stringent data governance practices, and leveraging the power of the cloud and data lakes, businesses can unlock the full potential of their data.

The Chief Growth Officer, with access to comprehensive and actionable data, is well-positioned to drive growth, innovation, and long-term success in a data-driven world.

While marketing is a vital component of growth, true growth is about optimizing the entire customer value chain. It requires a cohesive strategy that integrates marketing, sales, product development, and customer success to create a seamless and valuable experience for the customer. This holistic approach is what ultimately drives sustained growth and business success.

In an era where data and AI are reshaping industries, leveraging these tools effectively is crucial for sustainable growth and competitiveness. Drawing on insights from industry leaders like Rune Bjerke, as discussed during the NHH Executive MBA, this post highlights key strategies for businesses, including data governance, modular technology adoption, and the importance of strategic partnerships. These principles form the foundation of growth strategies that drive innovation and future readiness.

Learn from Devoteam’s journey how transforming marketing and sales through data-driven strategies became essential for sustainable growth. By integrating these functions and leveraging technology, Devoteam not only improved internal efficiencies but also achieved substantial business growth and notable results in their ERP business.

Whether you’re in sports or business, the principles behind building high-performing teams are the same. By integrating these five strategies, C-level executives can unlock their teams' potential and drive sustainable growth.