Bank marketers have seen their roles transform dramatically over the past decade — from brand stewards and communicators to strategic advisors and, increasingly, direct contributors to revenue growth. Across the industry, a new shift is underway: marketing as a growth engine, fully accountable for driving sales, deposits, and measurable financial outcomes.
Progress Over Perfection
Today’s marketing leaders know that growth transformation doesn’t require major restructures or big budgets. Instead, it starts with incremental improvements — testing small ideas, refining campaigns, and communicating results in ways that matter to executives. As Academy Bank CMO Jessica Gardner puts it, “Let’s not let perfect get in the way of better.” Subject line tests, audience tweaks, and early reporting are all simple ways to demonstrate ROI and build credibility.
Breaking Down Silos With Sales
In many banks, marketing and sales still operate separately, creating inefficiencies and missed opportunities. Becoming a true growth partner means shifting from “order taker” to collaborator:
- Build plans and budgets jointly with sales leaders
- Report metrics bankers care about — cost per loan, revenue per campaign, conversion rates
- Establish shared growth goals and a simple lead management process
- Celebrate joint wins to reinforce alignment
This collaboration creates the foundation for a revenue operations mindset where marketing, sales, and customer service work as one system to attract, convert, and grow relationships.
Using Data to Connect Activities to Outcomes
Transforming marketing into a growth driver requires clear connections between brand awareness, digital engagement, and sales results. Banks can start by:
- Creating performance dashboards that pair marketing metrics with bottom-line outcomes
- Building digital attribution infrastructure so teams know which channels drive applications
- Reviewing results weekly and adjusting campaigns in real time
- Deploying sales enablement tools that help frontline teams nurture and close leads
Marketing becomes more credible — and more influential — when every initiative is tied to measurable business impact.
A Step-by-Step Path Forward
The shift to growth marketing doesn’t happen overnight. But by beginning with small tests, improving communication with sales, and linking top-of-funnel activity to bottom-of-funnel results, bank marketers can steadily position their teams as essential drivers of growth.
The formula is simple: start small, collaborate deeply, measure everything, and optimize continuously. Progress — not perfection — is what turns marketing into a true partner in generating revenue and advancing the institution’s strategic goals.
Contact Ally Akins to learn more about CPG’s Marketing Services.
