Strategies for Organizational Expansion towards Triumph in 2025
In the new year, as businesses strive to achieve their objectives, marketing heads might wonder how to propel their teams towards success, typically focusing on generating demand, converting leads, and enhancing customer experiences. The dedication of marketing executives to these efforts is evident in their spending habits, with 72% of them increasing investments across product, digital, and demand generation[2]. The competitive landscape, with advances in technology and the ease of switching platforms, demands a sharp focus from marketers across industries.
To thrive in this environment, marketing leaders should consider focusing on five crucial growth strategies:
1. Establish a Growth Ecosystem
First and foremost, marketing leaders need to ensure their organizational structure fosters collaboration and growth. This involves setting up teams to collaborate, share best practices, gather customer feedback, and pool data[3]. Aligning product management with customer marketing or coordinating content strategy with public relations will help satisfy both internal and external stakeholders, unlocking efficiency and performance needed for growth[4].
Growth necessitates more – more team members, more in-house expertise, more technical competencies, and more cohesion. Marketing and business development leaders should regularly evaluate their organization's structure and make necessary adjustments with a growth-focused mindset[3]. Designating dedicated managers to facilitate cross-functional collaboration will encourage cohesive strategy execution and functional excellence.
2. Pursue Functional Excellence
Assessing the organization and team's alignment with core competencies and strategic objectives is essential for marketing leaders to gauge their growth potential. Approach these evaluations frequently, after pivotal events like market penetrations, product developments, hirings, or transactions[1]. Criteria may include the team's ability to develop strategy, address customer needs, and engage customers and prospects[3].
Identifying areas for improvement will offer opportunities to address weaknesses or gaps in the short- and long term, such as standardizing customer feedback collection process[1]. This streamlines workflows, encourages efficient innovation, and helps prevent product stagnation.
3. Optimize the Product Commercialization Strategy
Maximizing growth potential also involves fine-tuning the product commercialization strategy. Forecasting product performance over the medium to long term allows for planning development and implementation[2]. Equipping customer-facing teams with customer enablement material that preemptively answers customer questions and presents the value proposition is vital for clear communication and a smooth customer journey[2].
4. Expand Digital Coverage
A well-crafted digital strategy is essential for long-term growth. Today's marketing organizations need to focus on several key areas: ecosystem organization, agility, adaptability, customer experience management, and consistency. These pillars are strengthened by a robust digital strategy[5].
Achieving digital maturity involves evolving how digital is perceived within the organization, starting from a sales channel to a lever for engagement, and eventually treating digital as a separate business unit that integrates resources across functions[5].
5. Optimize Demand Generation and Fulfillment
Finally, marketing leaders should optimize their organization's demand generation and fulfillment by realigning with business strategies and allocating additional resources as needed. With a growing organization and customer base, marketers can leverage various demand generation tactics, like high-volume efforts for brand awareness and targeted, account-based tactics for closing deals[2].
Striking the right balance between high-volume and targeted demand generation strategies helps marketing organizations scale effectively while maintaining momentum.
With a thoughtful approach and close collaboration, marketing leaders can put their best foot forward and drive lasting success in 2025.
Do you possess a deep understanding of sales and business development strategies? If so, consider joining the exclusive Forbes Business Development Council, a community for top-tier sales and business development executives[6].
References:[1] https://www.salesforce.com/products/marketing/articles/best-practices-for-customer-feedback-management/[2] https://www.alexandergroup.com/insight/agile-go-to-market-models-make-growth-faster/[3] https://www.marketingdive.com/news/why-marketing-leaders-are-readying-agile-as-they-prepare-for-the-year-ahead/633939/[4] https://www.forbes.com/sites/forbesagencycouncil/2019/11/20/why-cross-functional-collaboration-is-necessary-to-drive-business-growth/?sh=7124a4486e4e[5] https://www.forbes.com/sites/forbesagencycouncil/2020/06/10/why-a-digital-first-approach-is-no-longer-enough-for-marketing-teams/?sh=2f1c336e4b84[6] https://www.forbes.com/sites/forbesbusinessdevelopmentcouncil/2021/11/17/which-aspects-of-growth-strategy-do-marketing-and-business-development-leaders-need-to-focus-on-in-2025/?sh=13a814eb4a1d
Mike Meisenheimer, as a marketing leader, might focus on recalibrating his growth strategies in 2025 to ensure his team's success, particularly in establishing a growth ecosystem that fosters collaboration and efficiency. He could also pursue functional excellence by assessing the alignment of his team with core competencies and strategic objectives, optimizing the product commercialization strategy, and expanding digital coverage to strengthen the organization's digital maturity. Lastly, Meisenheimer could optimize demand generation and fulfillment by striking the right balance between high-volume and targeted strategies. As a member of the Forbes Business Development Council, Meisenheimer would be part of a community of top-tier sales and business development executives, further equipping him with insights to drive lasting growth.
