However, budgets are tight and the different parts of the organization will need to work together like never before.

While stronger sales and lessened pressure on margins will be welcomed, the new environment demands different skills, resources and strategies than those developed during the recession. And while functions such as finance, operations and sales have played dominant roles during the crisis, all eyes turn to marketing for longer-term growth.

Accenture can help your organization rethink your marketing approach to drive new growth in three key areas: growing the existing customer base, acquiring new customers and exploiting new channels.

Even in uncertain times, opportunities for growth persist for companies that proactively seek them out and develop them effectively, while keeping a steady hand on cost and efficiency. For many companies, that time is now, if marketing is prepared to show the way.

Accenture helps you improve the operating efficiency and cost performance of key marketing investments—people, processes and technologies—and release the “oxygen” you need to fuel growth opportunities. Our scientific, data-driven approaches enable you to quantify the return on marketing spend, evaluate which investments are producing the best returns and determine how to redirect resources from regular business operations to growth mode.

• Marketing operations optimization: We help you optimize marketing operations to better source, manage and deliver value from marketing investments, processes, technology, resources and organization.
  
  
• Marketing measurement optimization: We help develop and implement performance metrics and analytical decision support solutions that increase return on marketing investment.
  
  
• Trade promotion management: We offer a closed-loop process that enables you to evaluate the success of past promotions and use this analysis to improve future plans.
  
  
• Merchandizing and trade marketing: Our scientific methods and sophisticated analytics enable you to identify and optimize available product assortments and portfolios in order to satisfy more customer needs profitably.
  
  
• Media management: We offer a complete suite of capabilities for maximizing media value across traditional and digital channels for everything from media auditing to defining the right media strategy.
  
  
• Customer data management: We provide the strategy, data resources, governance models and support services you need to integrate customer data from multiple sources and deliver the necessary information to support the most sophisticated analysis.
  
  
• Segmentation and analytics: We develop and scale actionable segmentation and insights—based on sophisticated analytics such as propensity to purchase or likelihood to switch—and rapidly integrate these insights into downstream decisions about precision targeting, loyalty, pricing customer experience and segment strategies.
  
  
• Market and customer strategy: We work with your marketing team to develop customer-centric strategies for market development, brand positioning, value proposition development, customer experience and marketing communications that help drive profitable growth and sustain competitive advantage.
  
  
• Customer-centric marketing: We translate customer strategies into meaningful, competitive customer experiences that span the customer life cycle; define the business, technology and operating requirements for delivering and managing these experiences; and help track and manage their impact on business performance.
  
  
• Loyalty management: We help increase the loyalty of profitable customers while improving profitability and growth potential, using unique assets and capabilities that encompass loyalty analytics, strategy and program development, execution and measurement.
  
  
• Category, product and brand management: We support growth leadership by helping you prioritize portfolio innovations; evolve these innovations to create market-ready product propositions; define entry, channel and supply chain strategies and enable the organization to deliver the innovations.
  
  
• Pricing management: By helping you build a sustainable, comprehensive pricing capability, we enable you to identify the best opportunities for generating value through pricing, develop and implement strategies for capturing these benefits, and make more effective pricing decisions throughout the sales and marketing processes.
  
  
• Digital marketing optimization: We help embrace the importance of digital transformation, including Social Media, as a critical driver for customer acquisition, growth and retention. We establish a systematic, data-driven capability that is enabled by technology, organization and processes for continuously improved return on digital investments.
  
  
• Campaign management and multichannel interactions: We design and implement the functional and technical capabilities you need to deliver multichannel marketing dialogues and interactions that support customer acquisition, growth, retention and win-back.