Small Group of Marketers Outperform Majority of Competition During Pandemic – Accenture – Back End News


About 17% of marketers (out of 1,000 respondents) have found ways to cope with the challenges of the COVID-19 pandemic in the past 18 months. This is one of the conclusions of the latest report from Accenture Interactive (Accenture) entitled “The Great Marketing Declutter”.

Accenture identified this group as “Thrivers” who have found that the vast majority (86%) of their employees have found new motivation in the midst of the global health crisis and who have found a new determination to provide service to motivators in the midst of the global health crisis. rapid evolution of customers.

The report also found that nearly 70% of global marketers say the last year has completely exhausted their employees, who suddenly found themselves adjusting to a new business landscape and serving an evolved set of customers. , due to blockages and mobility restrictions.

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“The marketers who have grasped the pandemic as a forcing function to redefine what they do, how they do it and the overall role of marketing in business are the ones who have been successful and are driving the growth of the business,” said said Jeannine Falcone, Global Head of Marketing Services, Accenture Interactive. “Timeliness is essential for brands today, and you can’t do it if you’re using the same old game manual.”

From June to July 2021, Accenture Research and Accenture Interactive surveyed 1,022 marketers around the world, in 19 countries and 19 industries to study how marketers felt and responded to the changes they saw in their customers over the years. over the past year (2020) and how that has contributed to the resilience of their marketing organizations.


Successful people declutter marketing to deal with complexities, according to the report, with 59% noting that their marketing organization is much stronger today than last year because they were pressured into thinking marketing totally. different. The Thrivers have focused on changing their customers’ motivations and what is needed to serve them smarter and better. They focused on what matters, discarded what wasn’t, and rewired the rest.

“As a result, they find greater meaning in their work, which is essential for serving the company and its customers and for retaining and attracting employees,” said Accenture.

The report divides the remaining respondents into two other groups, based on specific aspects of their customer relationships: the “Strivers” – representing two-thirds (66%) of executives surveyed – who have some autonomy to meet needs. customers but awareness of changes in customers; and “Survivors” – making up the remaining 17% – who are exhausted and out of step with the pulse of client change, assuming this change is only temporary.

Research has revealed that Thrivers guides their marketing organization around three important guiding principles: aligning with their business purpose; help their clients; and improve the functioning of their marketing organization. Research further shows how Thrivers lead the way in both their thinking and their actions.


These marketers were ready and willing to evolve with their clients by adjusting their previous strategies accordingly to meet their needs.

“Thrivers are 60% more likely than Survivors to say that customer input is very critical to key business decisions about the customer experience,” the report says. “They recognize that the synchronization of all functions – product development, commerce, sales, service and marketing – is necessary to unleash differentiation.”

The report also found that after making the dramatic changes in business operations, Thrivers (95%) are more likely to increase their investments to scale quickly than Survivors (65%). And with these investments comes the rapid adoption of new technologies (for example, automation) to be able to meet customer needs.

“The Thrivers own the purpose of their brand, connecting empathetically and authentically with customers and delivering what customers value,” the report revealed. “They are five times more likely than Survivors to view shifts in customer values ​​fueled by the pandemic as an opportunity to rethink the role of marketing and reinvent the purpose of their brand.”

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