Growth Hacking Goes Corporate: The Next “It” Role in Marketing

Marketing has historically been perceived as a cost center for companies, but some enterprises are making a transformation. Marketing leadership are changing titles and scope of responsibility and are honing in their focus on growth. Brands like P&G and Mondelez are shifting from marketing to business leaders. If you work with big companies or have aspirations of becoming a CMO, pay attention to the trend.  

Businesses on the leading edge of marketing-as-a-revenue-center are breaking down silos and letting marketers own more. Here’s what it could look like: 

Center for Communication

The growth-marketer leads all communication and is channel agnostic. They focus on a consistent brand message across social, digital, events, and more. Whether it’s a crisis, quarterly numbers, or an intranet, the buck stops here. 

Connection to the Customer

When the customer talks the new marketing leader listens. She wants to bring the voice of the customer to the rest of the organization. She helps shape the customer experience in-store or online. And when the customer complains, she has the right care team in place.  


Finding new customers and keeping them equals more revenue. So, the business-owner-marketer collaborates with sales and product. He tracks leads and conversions from his programs. Based on close connection to the customer, he shares feedback with product and discovers new revenue opportunities. He will (or already does) have revenue targets and is held accountable for more than web traffic. 

As more companies lean on marketing for results, here are several impacts:

  • Data is True North - Whatever your angle is (internal, agency, partner) you have to connect your work to defined business objectives and results. Numbers matter. 
  • Mad skills are mandatory - The growth-marketer is generalist with depth. Build your knowledge of overall business operations. Get to know sales. Don’t forget about customer service. 
  • Collaboration is not optional - Silos don’t work in this paradigm. You need to connect internally and externally. It’s about sharing and moving fast together. 
  • Visibility is key - These new leaders have greater pressure and more attention. If you work for them or with them (wink, wink agency partners) you need to understand what they care about. 
  • Stories sell - We remember stories. And with greater visibility it helps to be a storyteller, both to stakeholders and customers. Enough said.  

How does this trend impact your world? I’d love to hear how you are connecting your marketing efforts to revenue. 

Tim Bursch's picture

Tim Bursch

Tim Bursch is the Minneapolis Market Director at Spredfast. When he’s not tweeting, blogging, or strategizing, Tim spends time with his wife and 3 kids, all of whom enjoy cooking great food or scoping out the next great restaurant in Minneapolis. He’s also really good at drinking coffee and reading lots of books.