Study: 72% of Executives Increasing Marketing Investments Across Product, Digital and Demand Generation

Alexander Group’s 2024 study polled 215+ marketing executives on strategy, organization, talent and demand generation.

Study: 72% of Executives Increasing Marketing Investments Across Product, Digital and Demand Generation

Media Contacts
Paula Clark
The Alexander Group, Inc.^®
404.443.5375
agicommunications@alexandergroup.com

Matter Communications for Alexander Group
alexandergroup@matternow.com

Today, Alexander Group, the leading revenue growth consultancy to Global 2000 companies, announced the results of its 2024 Marketing Growth Plays for Commercial Excellence Survey. In the study, marketing leaders spoke about their priorities and strategies for properly aligning resources, managing talent and generating demand. Notably, Alexander Group found that companies with efficient marketing organizations grow twice as fast as their counterparts.

“Across industries, we’re seeing marketing executives bridge product and digital strategy and execution with strategic growth plays,” said Kevan Savage, principal and practice leader at Alexander Group. “They’re investing more in product innovation and are leveraging data, talent competencies and new operating models to drive superior commercialization. These trends speak to not only a shared optimism among marketing, product and digital executives but an understanding of what it takes to generate long-term success.”

The survey also identified the top five initiatives that marketing executives are prioritizing to accelerate their growth goals:

Organizing for growth
Achieving functional excellence
Enhancing product commercialization strategy
Expanding digital coverage
Optimizing demand generation and fulfillment

As businesses look to pave their way toward long-term success, they’re keeping a close eye on AI. Indeed, many respondents believe that AI, once sufficiently mature, will be the value-add that up-levels internal teams and reduces organizational dependency on outsourced agencies. Creative services, for example, are outsourced by 74% of organizations—but 60% of respondents believe that AI will have a high impact on their internal creative capabilities.

The 2024 Marketing Growth Plays for Commercial Excellence Survey is part of Alexander Group’s Research & Benchmarking Program, which delivers tailored, industry-specific benchmarks to drive strategic decision making.

Reach out today for a complimentary readout of the Marketing research.

About Alexander Group

Alexander Group provides revenue growth consulting services to the world’s leading sales, marketing and service organizations. Founded in 1985, Alexander Group combines deep experience, proven methodologies and data-driven insights to help revenue leaders anticipate change, align their go-to-customer resources with company goals and make better-informed decisions with one goal in mind—to grow revenue. Alexander Group has offices in Atlanta, Chicago, London, New York, San Francisco, Sao Paulo and Scottsdale.