The Daily Read

Adopt an investor mindset ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌

AN ARTICLE A DAY, PICKED BY OUR EDITORS

Brought to you by Liz Hilton Segel, chief client officer and managing partner, global industry practices, & Homayoun Hatami, managing partner, global client capabilities

It’s no surprise that when times get tough, marketing budgets are one of the first items on the chopping block. But when marketing is at its best, it can drive growth, says McKinsey senior partner Kelsey Robinson in a new episode of The McKinsey Podcast. By focusing on eliminating inefficient spending and reinvesting the funds in high-growth marketing activities—or what Robinson calls adopting an investor mindset—chief marketing officers can recast marketing as a revenue driver instead of a cost center. Tune in and learn how marketing can help companies weather economic downturns and stay resilient.

3D abstract composition of multi colored cylinders

Funnel vision: Marketing with an investor mindset

Efficient marketing is not just “nice to have” when times are good. Companies need it all the time to bounce back more quickly from downturns and achieve long-term growth objectives. Here’s why.

Adopt an investor mindset

Quote of the day

“I think the gist of all this thinking around zero-basing and zero-based organizations is around thinking beyond the status quo. That’s where learning from start-ups and disruptors can be very effective. Because by definition, a disruptor is challenging the status quo. They’ve zero-based their organization because they built it from zero.”

—McKinsey partner Carey Mignerey on advice he would give clients on zero-basing in a recent episode of McKinsey Talks Operations

Chart of the day

A chart titled “Worldwide, 4.7 billion people live below the empowerment line, with poverty levels that vary across regions.” Click to open the full article on McKinsey.com.

See today’s chart

ALSO NEW

An image linking to the web page “People in Progress” on McKinsey.com.

— Edited by Joyce Yoo, editor, New York

Follow our thinking

Share these insights

Did you enjoy this newsletter? Forward it to colleagues and friends so they can subscribe too. Was this issue forwarded to you? Sign up for it and sample our 40+ other free email subscriptions here.

Funnel vision: Marketing with an investor mindset

People in Progress: McKinsey’s People function blog

Putting renewable energy within reach: Vietnam’s high-stakes pivot

The trading opportunity that could create resilience in materials