BOOZ ALLEN HAMILTON

Danish Profiles’ Impact on Revenue

1. The Danish Marketing Profiler identified – like the European and US survey – a correlation between the role of marketing within an organisation and the economic success of the company

 
2. Growth Champions and Marketing Master showed high impact on revenue growth and profitability like in the European and US survey. However, in the Danish survey Best Practices Advisors also showed high impact
  • Growth Champions and Marketing Masters deliver superior revenue growth while Best Practice Advisors have the highest share of above industry average profitability
  • Growth Champions and Marketing Masters also spend significantly more on marketing than other profiles
  • The Danish results show that companies should mainly focus on a centralized marketing organisation (Growth Champion/Marketing Master) with high influence on top management and on the strategic agenda

 

Danish Profiles Compared to Europe and US

1. In general the marketing function in Danish companies seem strong with high impact on the organization as 55% fits into the profiles of Growth Champions and Marketing Masters

  • The share of Growth Champions and Marketing Masters are above Danish average in smaller Danish companies
  • Best Practices Advisors are mainly found in mid sized Danish companies
  • Hence, there is room for improvement for the marketing organizations in the larger Danish Companies
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2. Compared to the European and US survey the marketing function in Danish companies is stronger
  • Profitability in Denmark is above European and US average especially for Best Practices Advisor profiles
  • Growth Champions and Marketing Masters also spend more on marketing than the European average
  • However, Best Practices Advisors spend significantly less on marketing; thus, it seems that they achieve better results with less marketing spend than their European counterparts