DETAILED FINDINGS: 01 | Growth: The New Marketing Mandate Defining Growth Marketing How Marketers Define Growth Marketing The concept of “growth marketing” is commonly misconceived as a “hacking” tactic — one that marketers employ on an ad hoc, informal Testing and optimizing to achieve growth within specific basis. However, the reality is that growth marketing is a much more target segments with a limited budget. complex discipline. How marketers de昀椀ne and describe growth “ marketing varies — both in what they measure to determine growth — Director, Brand and how they achieve it. Taking advantage of opportunities to market specifically to an individual to ‘right price them’ for their value to the organization. “ — VP, Agency Expanding the scope of technology to get to customers not regularly visible in traditional ways. “ — Director, Brand Where marketing spend is ahead of immediate sales (i.e., investing to grow share). “ — C-Level, Brand It’s the process of improving results in a target area through experimentation. “ — VP, Brand salesforce.com 7