L'évolution de la fonction marketing en entreprise : Comment maximiser la Croissance des PME

The Evolution of the Marketing Function in Business: How to Maximize SME Growth

August 31, 2023 Francis Mathieu

Introduction

Marketing has long been considered a secondary function in businesses, especially in SMEs and VSEs. However, with the rapidly evolving business and technological landscape, the role of marketing and the Chief Marketing Officer (CMO) has become increasingly crucial to business growth and sustainability. This article explores this transformation and its positive impact on SMEs and VSEs.

The Traditional Role of Marketing in SMEs and VSEs

Traditionally, marketing in SMEs and VSEs was often limited to short-term promotional activities, such as advertising campaigns and social media. However, this approach is no longer sufficient in today's business landscape, where competition is fierce and consumers are increasingly demanding.

The Evolution of the Role of the CMO

The role of the CMO has undergone a major transformation in recent years. They have evolved from a mere executor of marketing tasks to a strategic partner in the company's growth. This transformation can be better understood by examining the CMO archetypes: the Loner, the Friend, and the Unifier.

CMO Archetypes

The Loner

This type of CMO focuses primarily on short-term activities like advertising campaigns and social media. They are often seen as executors rather than strategic partners. This profile can be limiting for small businesses looking to grow, as they often lack a long-term vision and a solid growth strategy.

The Friend

This CMO typically has one or two allies in management, often the CEO, but has failed to fully disseminate the marketing agenda throughout the organization. This profile can bring some value to SMEs in terms of growth, but often lacks the influence needed to drive significant organizational change.

The Unifier

This CMO is a master of cross-functional collaboration. He or she ensures that marketing has a clearly defined role in the eyes of management peers and adopts the language and mindset of other executives. The Unifier brings strategic vision, close collaboration with other departments, and an ability to achieve growth objectives.

Why this Evolution is Crucial for SMEs and VSEs

The "Unifier" profile is particularly beneficial for SMEs and VSEs. It brings strategic vision, close collaboration with other departments such as finance and technology, and an ability to achieve growth objectives. Companies with a Unifier CMO are more likely to exceed their growth targets because this CMO knows how to mobilize the entire organization around a common goal.

How SMEs and VSEs can Adopt this New Approach

To adopt this new approach, SMEs and VSEs can start by establishing a clear vision, integrating modern marketing technologies, and embracing a culture of collaboration. Measuring marketing impact using data and analytics is also crucial to maximizing ROI.

Conclusion

The evolving role of the CMO isn't just a passing trend; it's a fundamental transformation in how businesses approach growth and strategy. For SMEs and VSEs, this shift offers an invaluable opportunity to rethink their approach to marketing, strategy, and cross-functional collaboration.

By adopting the "Unifier" profile for their CMO or marketing team, SMEs and VSEs are not just following a trend, but making a strategic decision that can have a significant impact on their long-term growth. This type of marketing leadership not only helps better align marketing objectives with those of the company, but also creates a culture of innovation ( How to Create a Culture of Innovation ) and collaboration that can be a real engine of growth.

It's time for SMEs and VSEs to recognize that marketing is much more than a series of isolated tactics. It's a strategic function that, when executed well, can be the catalyst for long-term growth and success. By understanding and embracing the new dynamics of the CMO role, SMEs and VSEs are not only surviving in a competitive market, but also positioning themselves for sustainable growth and success.

How is this new vision applied at INFINI?

At INFINI, we have a vision that transcends the simple field of marketing. While our expertise is deeply rooted in this sector, we have broadened our scope to encompass a more holistic business strategy. Our approach is inspired by the philosophy of "Unify," which aims to create an ecosystem of innovation and continuous growth for the companies we collaborate with.

We believe that marketing is just one element of a successful business strategy. By adopting Unifier's methods, we've implemented processes that encourage innovation, interdepartmental collaboration, and a long-term vision. This not only optimizes marketing efforts, but also creates synergy between all aspects of the business, from product development to human resources management.

Ultimately, our goal is not only to provide effective marketing solutions, but also to guide businesses through a continuous process of innovation and growth. We believe this holistic approach is the key to helping our clients thrive in an increasingly competitive business environment.