The rise of so many digital channels and options for consumers heightens the importance of an underappreciated variable: message timing. In partnership with Google, Bain & Company surveyed nearly 1,700 marketers at large firms globally. The research revealed clear characteristics of marketing leaders, defined as the top 20% based on a composite score of revenue and market share growth. Leaders know the importance of connecting with customers at the right moments, and how technology can help in that effort. Marketing leaders in North America, for example, are 1.6 times more likely than laggards to prioritize integrating their platforms, and they have a stronger understanding of how to deploy their technology.
Laura Beaudin is a partner and Francine Gierak is a principal with Bain & Company’s Customer Strategy & Marketing practice. Beaudin leads Bain’s marketing excellence work.