Biljana Cvetanovski is a partner at McKinsey & Company and leads their marketing and sales practice in the UK, Ireland, and Israel.
In this episode, Biljana and I discuss a recent report that McKinsey shared called “The Growth Triple Play—Creativity, Analytics, and Purpose.” During our conversation, we break down the report and discuss how, when combined, those three core elements create outsized results for companies.
Biljana says she has an “impatience for impact and growth” and shares how others can pave the path for growth in their organization.
In this episode, you’ll learn:
- The types of investments and capabilities needed to deliver on growth
- Why companies should focus on the growth triple play
- How purpose is defining a lot of what marketers implement
Key Highlights
- [01:20] Getting her start in trades
- [03:50] A “random walk” through academia
- [08:56] McKinsey’s research on growth, creativity, analytics, and purpose
- [13:15] Combining all aspects for marketing success
- [17:02] Integrating talent in the conversation
- [19:23] Deepening the idea of purpose and what it means
- [21:25] How marketers need to work differently with the growth triple-play
- [23:20] What marketers need to be implementing immediately
- [25:48] What marketers should be learning more about
- [26:22] The biggest threat and opportunity for marketers today
Resources Mentioned:
- Biljana Cvetanovski
- McKinsey Marketing & Sales
- The Growth Triple Play – Creative, Analytics, & Purpose
- Marketing’s Moment is now: the C-Suite Partnership to Deliver on Growth
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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.