With rapid technological advancements and rising competition, consumer behavior and needs are changing rapidly. This makes the role of the Chief Marketing Officer (CMO) in reaching customers more critical than ever.

In this report with Accenture, we examine the future of Marketing in business innovation and driving customer-centred growth, with insights from business leaders from pharmaceutical multinational GSK, e-commerce giant Lazada Singapore, health technology company Royal Philips N.V., and more.

The study highlights these four areas:

• Marketing as the architect of growth: It is a growth-driver function that shapes the end-to-end customer experience
• Talent and new ways of work: Future-centric skillsets such as marketing analytics and digital commerce are in demand
• The importance of digital: Marketers are turning to technology to boost cost efficiencies and productivity
• Regionalisation as the key to relevance: To stay nimble and relevant, marketing decisions are being made regionally

We also look at the world’s best cities for marketing—and why Singapore is ranked top in Asia. With Asia becoming increasingly critical to businesses’ growth and global operations, companies must find a way to anchor themselves in the region, with Marketing leading the way.