Marketing and Organic Revenue Growth

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Suggested Citation

Lehmann, D. (2015). Marketing and Organic Revenue Growth. NIM Marketing Intelligence Review, 7(1), 16-21. https://doi.org/10.1515/gfkmir-2015-0002

Year

2014

Authors

Donald Lehmann

Publication title

Marketing and Organic Revenue Growth

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NIM Marketing Intelligence Review

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Organic Growth, Internal Growth, Innovation, Revenue Generation

Companies can either strive for organic growth or growth through acquisitions. For marketing the first option is more attractive because it relates directly to its core responsibilities. Further, organic growth increases the market value of companies, whereas acquisitions often fall back on such expectations.

The main opportunities for organic growth lie in new products, brand building, customer management and channel innovation. There are many sources of growth ideas and the paths toward organic revenue goals are multiple. The key is to generate a large number of ideas and then select the most promising among them. While the most obvious one is technology development, there are other useful approaches as well, like observing or asking consumers, co-creation projects or systematic approaches to ideation.

But even good ideas with initial support from all relevant parties can fail. For a growth initiative to succeed all stakeholders need to be considered. The outcomes need to be positive to all relevant parties both inside and outside the firm.

Authors

Donald Lehmann, George E. Warren Professor of Business, Columbia University, New York, NY, USA, drl2@columbia.edu

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Marketing and Organic Revenue Growth

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Other articles of the MIR issue “Truly Accountable Marketing”