The CEO’s Guide to Marketing The one with Accenture Song CEO David Droga about the difference between solving and selling
Dec 3, 2024
David Droga, CEO of Accenture Song and founder of Droga5, shares his insights on the evolving role of marketing in the business landscape. He emphasizes that marketing is not just about selling but about solving customer needs. Droga challenges the traditional views held by many CEOs, advocating for a deeper understanding of metrics beyond vanity numbers. He also highlights the importance of aligning product truths with brand promises and calls for CEOs to empower their CMOs for better strategic outcomes.
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Marketing Is Business Oxygen
- David Droga says marketing is "oxygen for a business" and shouldn't be treated as disposable wrapping paper.
- He warns that cutting marketing in hard times removes a potential competitive advantage and long-term value.
Solve Before You Sell
- Design products and marketing to solve customer problems first rather than aggressively selling features.
- If you genuinely solve needs, customers will buy; selling without solving erodes the consumer base.
Creativity Beats Growth-At-All-Costs
- Creativity and empathy generate competitive advantage by centering decisions on the consumer.
- Overemphasis on growth-at-all-costs risks "growing into a corner" and becoming vulnerable to disruption.