Growth Hacking Is the New CMO Mandate: Modern Marketing Reckoner 2025

At the 14th edition of MMA IMPACT India, MMA Global India and GroupM launched the Modern Marketing Reckoner 2025: The CMO’s Guide to Growth Hacking. Now in its fifth edition, this much-anticipated report presents a powerful playbook for marketing leaders operating in a world of constant disruption, rapid digitisation and evolving consumer expectations.

Developed with insights from over 50 top marketers, strategists, and innovators, the report offers a sharp roadmap for navigating today’s fast-moving marketing landscape. It delves into key themes—from the shifting loyalties of Gen Z and the rise of generative AI, to the premiumisation trend and the disruptive power of quick commerce.

“In a world where technology is disrupting faster than what businesses can adapt to, the marketing function today stands at a defining inflection point,” noted Prasanth Kumar, Co-Chair, MMA Global India & CEO - GroupM South Asia. “This Reckoner reflects a growing consensus: that growth must be engineered, not expected.”

At its core, the Reckoner urges CMOs to move beyond traditional marketing leadership. It champions a mindset rooted in experimentation, agility and results. Growth hacking, as the report defines it, isn’t about taking shortcuts—it’s about being sharper, faster and more adaptive.

“Growth hacking is now the CMO’s core responsibility,” added Moneka Khurana, Country Head & BOD, MMA Global India. “It is not about shortcuts, but about bold action, rapid experimentation and measurable impact. Real growth comes from curiosity, courage and mastering the art of duality.”

That duality is especially pronounced in India’s complex consumer landscape. While urban markets lean toward hyper-personalisation and premium offerings, rural India—set to account for 55% of internet user growth by 2025—demands affordability and accessibility. In this fragmented ecosystem, marketers must strike a balance between scale and soul, performance and brand-building, tradition and tech.

The report identifies several imperatives for growth hacking success:

Embrace experimentation: Move beyond proven models to test, learn, and iterate quickly.

Anticipate change: Stay ahead of shifts in consumer behaviour and technology.

Encourage creative problem-solving: Break silos and enable cross-functional collaboration.

Future-proof marketing: Build agile systems and strengthen long-term capabilities.

Additional insights include the rising expectation for CMOs to act like CFOs—with a laser focus on ROI, financial discipline and resource efficiency, and more.

Ultimately, the Modern Marketing Reckoner 2025 is a call to lead differently. As Khurana concludes, “In a world defined by change, the ultimate hack is how we choose to lead.”

To access the full report, click the link: Modern Marketing Reckoner 2025

Published on: Sunday, May 11, 2025, 11:46 AM IST