Give analysts insight

They think of it only in simplistic terms/ communications and ad campaigns. They know growth drives shareholder value, but they more naturally default to the primary drivers of their discipline – cutting costs and executing M&A deals – as that’s where quick short-term impact can be felt.

Balance Sheet
Balance sheet: Needs marketing

But marketers appreciate the expert skills needed to drive top-line growth over the short and long term by engaging the whole organisation in delivering superior customer value, which is a far more challenging and rewarding task. Driving this type of growth makes a tangible contribution to shareholder value, but it also enhances the equally important “stakeholder value” of customers, employees and society as a whole.

Some best-in-class companies are already sharing their knowledge of marketing and their brand building initiatives with analysts. Perhaps more should start to do so.

There has been a lot of recent focus on how marketers need to become more financially literate, but it is equally vital that financiers become far more customer and brand aware.

If they looked more closely at companies investing in marketing capabilities to build strong brands and drive top-line, demand-led growth, they might get a different perspective on the true value of what they are buying and selling. It’s been said that if Cadbury had added the combined value of its much-loved brands – about £3.2bn – to its balance sheet, Kraft might have needed to pay a lot more than a glass and a half in every pound.

Andy Bird and Mhairi McEwan, co-founders/joint managing directors, Brand Learning

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here