FINANCIAL MARKETING FOCUS

Growth marketing in financial is making its move. 95% of financial marketers agree that "The role of the CMO is evolving towards driving overall company growth."

Only 5% of financial marketers noticed "no change" in the growth marketing orientation of the CMO. In essence, if the CMO embodies this directional change, so does marketing.​

Growth Marketers, Growth Laggards & The Growth Marketing Adoption Zone

One-third (34%) of financial marketers do not view their marketing organization as an engine for growth at their firms.

We refer to this group as “growth marketing laggards.”​​​​

This leaves two thirds of financial marketers (66%) who believe that their marketing organization is used as an engine for growth. But they do so to varying degrees.

Gramercy Institute believes that about one half of the 66% who believe their marketing organization is used as an engine for growth, work for financial firms that embrace growth marketing in an effective enterprise-wide way. We refer to those who do as “growth marketers.”

The other half of the 66%, who believe that their marketing organization is used as an engine for growth, find themselves to be in what Gramercy Institute calls the “Growth Marketing Adoption Zone."

These financial marketers in the "Adoption Zone" believe they are using their marketing organization as an engine for growth, but practically speaking, they are still in the process of incorporating growth marketing practices into their marketing framework.

​

Some of those in the growth marketing "Adoption Zone" may be experimenting on bringing growth marketing into their organizations, and are doing so gradually, incrementally and on a project-by-project basis.

Gramercy Institute Recommendation

A growth marketing mindset is not something that a financial firm can suddenly “switch on.” Rather, a growth marketing mindset is a process—a continuum. For this reason, financial firms find themselves at various stages of growth marketing. Gramercy Institute encourages those (a full third!) of financial firms that are in “the adoption zone” to keep at it.

Adopting a growth marketing mindset requires belief at the top. It also requires perseverance throughout the entire financial firm’s marketing organization.
 

About This Research Study

In 2024, Gramercy Institute completed a study, commissioned by TrueVoice Growth Marketing called, “The Growth of Growth Marketing in Financial,” to determine the changing needs of financial marketers today and the evolving role of growth marketing in financial services. 

The study included financial marketer focus groups, in-depth financial marketer interviews and a blind, multi-question survey completed by over 120 marketers at financial services firms.

The results are intriguing and relevant to virtually all financial services marketers today. 

Would You Like A Summary Report? 

Would you like to receive a complimentary 8-page (PDF) “Research Report” that summarizes this important study? Just tell us where to send it.

​​