How Marketing Leadership Changed over the Last Decade

Over the past decade, Bain & Company has researched the strategies, approaches, and capabilities that have separated marketing leaders—those consistently growing sales and share—from everyone else.

While the world has changed dramatically, one thing has remained constant. Marketing is not just about the tools that can help drive performance, including AI. Marketing leaders identify new tools and innovate faster, orchestrate both the “math” and the “magic” of marketing to deliver breakthrough content that resonates with audiences at key moments, and consistently put humans—customers and the marketing organization—at the center of their strategy.

Take a look over the years:

What will future marketing leadership require?

Amid constant change, marketing leaders have delivered exceptional results by keeping the customer as their North Star and by using new technologies to deliver value. Looking forward, marketers must experiment early and often, blending technology and the human touch to meet customers where they are and build industry-leading brands and demand.

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