The Growth Report 2022

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Illustration: The Growth Report

Over the past 10 years, the "growth at all costs" mindset has been the norm. Build, build more, build better, build at all costs. Just get growing.

Today, business growth looks dramatically different. With a variety of factors at play, from a tumultuous global economy to businesses shifting how and where they work, the growth over all else mindset is officially over. In its place is a more strategic, calculated shift to growth, where businesses are doubling down on sustainable paths to growth, such as long-term customer loyalty, and profitability.

In our annual Growth Report, Twilio Segment surveyed leaders from across industries about what this shift means for the future of doing business. Here are our top takeaways about what growing as a business means today.

Illustration: Introduction

Key findings

The “growth-at-all-costs” era is over

Buckle up. With volatility in the global economy, companies have realized that a growth-at-all-costs mindset is neither efficient nor scalable, and have refocused their workforce, budgets, and business strategy around efficiency.

61% of respondents reporting that the “growth-at-all-costs” mentality is over.93% of businesses are taking steps to plan for a recession.

Efficiency and profitability are the new north stars

Say goodbye to the bells and whistles of the growth era. Companies are now leaning into their bottom line by focusing on what works today to support any volatility tomorrow.

62% of respondents say their business has increased their focus on profitability over the past 12 months.

Marketing budgets are declining

As business budgets decline, marketing departments will need to be thoughtful and creative about what technology they use and how they maximize existing budgets for new campaigns.

Over half (57%) of respondents say their company is currently spending money on ineffective tools that they don’t need.

A wave of consolidation is coming

Is this product really delivering ROI? Can we maximize success with technology that delivers on multiple business goals? As businesses begin to streamline their technology adoption, these are the hard questions companies are asking themselves.

83% of respondents plan to simplify their marketing tech stack within the next 12 months.

Businesses are doubling down on what works

While some experimentation is still happening, most businesses are leaning into tried and true channels like email to grow revenue.

69% of businesses say they are leaning into channels with proven ROI.

Data is the next frontier of business growth

So how can businesses continue to grow amid a turbulent market? By leaning into technology that helps them understand buyer behavior, improve marketing performance, and deliver hyper-personalized experiences.

71% of businesses are prioritizing capturing and leveraging first-party data better.

Customer data platforms will be how businesses get there

As customer engagement continues to be paramount to business success, investing in technology that both collects and analyzes customer data will be essential in helping businesses continue to grow.

Businesses who are using CDPs report almost 2x higher customer satisfaction levels than those without a CDP.


  • Twilio Segment conducted this research using an online survey prepared by Method Research and distributed by Cint among n=1,300 full-time employees working in marketing and customer services roles at B2B companies with 75+ employees.

  • The sample consisted of n=1,000 respondents from the United States and n=300 from the United Kingdom. Data was collected from August 3 to August 17, 2022.

Disclaimer: This report, The Growth Report, contains statistical data, estimates and expectations that are based on the above publicly available report. This data does not represent, and should not be construed as indicators of Twilio's historical or future financial performance or the actual or potential demand for Twilio's products and solutions, and such information is solely presented as context for broader market trends.

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