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2 Oracle NetSuite Unlocking Growth Foreword More than half of respondents to a major new survey say their business is data driven and exceeding growth targets he Unlocking Growth report sets out to explore what is fuel- ling, and inhibiting, business growth across Europe, the Middle East and Africa (EMEA). It investigates the links between business growth and the factors that influence it, especially how decisions are made and where invest- ment bets are placed, which is particular- ly crucial when set against the challenges of an ever-changing economic, techno- logical and political backdrop. To provide insight across key business functions in a variety of industries, we spoke to 1,050 senior stakeholders, manager level and above, towards the end of 2019. The respondents were based in business- es of $5 million to $200 million, with 300 participants based in the UK and the rest evenly divided – 150 in each territory – across five other EMEA re- gions: France, Germany, United Arab Emirates, Benelux and the Nordics. Primary among our findings is that there is a wealth of optimism amongst businesses, and the opportunities for growth, if measured, are substantial. Many respondents expect to hit their growth targets, with those in retail, manufacturing and software industries leading the pack. This kind of performance will require effective decision-making, which in turn will be determined by how effectively these businesses can gather, understand and react to external and internal data. Indeed, the findings show that many organisations feel conflict- Nicky Tozer Vice president, EMEA, NetSuite ed by the data available to them. They understand that data is vital to decision-making, but are over- whelmed by the sheer volume of it flowing through the business. In some cases, respondents admit the right tools aren't always available to them. Many even report that they trust their colleagues to advise them on important business decisions over machines. This varies across region and industry. But here's the critical point: more than half of those who claim they're data driven are exceeding their growth targets. With all this optimism, it's im- perative to understand how these organisations expect to unlock the growth they're expecting. The re- search highlights how businesses are favouring investment in the customer experience, demonstrating their value to their established customers. Many of them, of course, are looking for efficiencies within the business. All this is happening in bigger doses than traditional growth tech- niques, such as mergers and acqui- sitions (M&A), and new investments in products and expanding into new markets. However, this varies by company size and type. We'll explore all of these topics further, along with evolving compet- itive business dynamics set against a backdrop of political, regulatory and economic change. of organisations say they have become more data driven in the past 12 months of organisations would describe their expectations for growth as the same or be er for the next two years compared to the previous two years 43% 85% T

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