Institute for Real Growth

What Institute for Real Growth does

The Institute for Real Growth (IRG) is an independent not-for-profit organization founded in 2019 that develops and delivers executive leadership programs, summits, and original research for Chief Marketing Officers and senior marketing leaders across 27 countries. Its core thesis — "Humanized Growth" — frames long-term value creation as addressing the needs of colleagues, customers, communities, and capital markets, and is operationalized through a portfolio of cohort-based programs: the six-month IRG100 Leadership Program (flagship, sponsor-funded), the nine-week Marketing Leadership Program (delivered with ANA), the invite-only M2030 Leadership Lab, the 17-week IRG1000 Corporate Leadership Program for cross-functional teams, and immersive Leadership Retreats in Turkey, Mexico, and Panama.

IRG's product surface also includes global CMO Summits (Cannes, Rio, NYC, Davos), on-demand webinar series (Humanizing Growth), and a proprietary IRG Platform providing 24/7 access to program content. The research backbone spans Marketing2020, Insights2020, the IRG Impact Study (475 C-Suite interviews, 61 markets), Marketing2030 (Phase One Dec 2025, Phase Two May 2026), the Humanized Growth in the Era of AI study, and practitioner playbooks (CMO-CSO, CMO-CIO). Academic credibility is anchored by Oxford Saïd's Future of Marketing Initiative (FOMI) and Yale's Program on Stakeholder Innovation; operating sponsorship comes from WPP, Google, Ipsos, TCS, and Spencer Stuart.

The organization operates with 1-10 employees and a deliberately small footprint, monetizing through paid program fees (Marketing Leadership Program $3,950-$7,950), paid summit and retreat attendance ($1,250-$4,500 per participant), and corporate sponsorship underwriting flagship cohorts. Its go-to-market is community-led and event-driven, relying on a "no-sell" positioning and trusted peer environment as the primary value proposition for a buyer set that includes Mondelez, WD-40, Arla, Amazon, and Quest.

Name

Institute for Real Growth

Legal name

Institute for Real Growth

Website

https://instituteforrealgrowth.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

IRG is an independent not-for-profit founded in 2019 that runs executive leadership programs, global CMO summits, and original research (Marketing2030, Impact Study, HGAI) for senior marketing leaders across 27 countries, anchored by Oxford Saïd and Yale academic partnerships and WPP, Google, Ipsos, and TCS sponsorship.

Ownership category

akta.pro rank

Product category

Executive Education and Marketing Leadership Development

NAICS

Professional and Management Development Training (611430), Convention and Trade Show Organizers (56192)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK)

akta.pro secondary industry

ESG, Sustainability & Impact Research (BPAHALAL)

Keywords

• Executive leadership programs
• Marketing education services
• Humanized growth research
• Corporate marketing training
• Marketing summits

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Program Fees: IRG operates as an independent not-for-profit organization. Some programs are fully sponsored by partners (WPP, Google, Ipsos, TCS), while others charge participation fees for non-sponsored programs.
2. Corporate Sponsorships: Major partners including WPP, Google, Ipsos, TCS, and Spencer Stuart provide sponsorship covering program fees for participants, enabling free access to IRG programs.
3. Event Registration: Paid summit attendance including the Cannes Summit with tiered pricing for accommodations and program-only access.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

The Institute for Real Growth (IRG) is an independent not-for-profit organization that delivers executive leadership programs, summits, retreats, and research for CMOs and senior marketing leaders, focused on driving "Humanized Growth" - long-term value creation for all stakeholders (colleagues, customers, communities, and capital markets). Core paid offerings include the IRG100 Leadership Program (flagship 6-month program), Marketing Leadership Program (9-week), M2030 Leadership Lab (invite-only cohort), IRG1000 Corporate Leadership Program (17-week team program), and global summits such as the Cannes Summit, Rio CMO Summit, and NYC CMO Summit.

Product overview

Institute for Real Growth (IRG) is an independent not-for-profit organization that operates as a platform-plus-programs architecture centered on Humanized Growth - long-term value creation for all stakeholders (colleagues, customers, communities, and capital markets). The core offerings include the IRG100 Leadership Program (flagship 6-month executive program for CMOs), the Marketing Leadership Program (9-week online program via ANA partnership), the M2030 Leadership Lab (invite-only CMO cohort), and the IRG1000 Corporate Leadership Program (17-week team program). IRG complements these with immersive Leadership Retreats (Turkey, Mexico, Panama), global CMO Summits (Cannes, Rio, NYC), and an extensive research portfolio including Marketing2030, Impact Study, Growth Study, and AI studies. The IRG Platform provides the technology backbone for online learning delivery. Research outputs include playbooks (CMO-CSO, CMO-CIO) and the Humanizing Growth Series of on-demand webinars.

Differentiator

Problem solved

Functional benefit

Products and services

• IRG100 Leadership Program Flagship 6-month executive leadership program for CMOs and CMO-1 level leaders (20+ years experience) focusing on increasing personal, business, and societal impact through Humanized Growth. The blended program includes in-person summits, collective bi-weekly Zoom sessions, individual sparring, and 24/7 access to a proprietary learning platform.
• Marketing Leadership Program Online program meeting weekly for 1.5 hours over 9 weeks, designed for experienced marketers with CMO potential (15+ years experience). Connects participants to global CMOs, content experts, and peers while focusing on Humanized Growth principles. Priced at $3,950 for ANA members and $7,950 for non-members.
• M2030 Leadership Lab Invite-only cohort program for CMOs comprising three sessions focused on building new approach for understanding stakeholders, creating value, and driving engagement. Membership includes priority M2030 Study briefing sessions and joint work sessions with Marketing2030 Challenger Board.
• IRG1000 Corporate Leadership Program 17-week team program helping 20 marketing and cross-functional colleagues identify and deliver new business value while building Humanized Growth capabilities. Offers fully blended and interactive learning experience via IRG Platform. Designed for in-company cohorts.
• Turkey Leadership Retreat Six-day personal leadership retreat in Cappadocia, Turkey focused on inner development, presence, awareness, and authentic leadership. Includes themes of belonging, purpose, and legacy, with hotels, travel, food and beverages, facilitation, curated experiences, and local guidance. International flight not included.
• Cannes Summit 2026 Annual IRG event held June 19-22, 2026 in Saint Paul de Vence and Cannes bringing together participants from all IRG programs. Includes inspirational speakers, engaging workshops, and small group sparring sessions, aligned with Cannes Lions Festival of Creativity. Tiered pricing based on accommodation (private apartment $2,450; 2-bedroom $2,150; 3-bedroom $1,950; program-only $1,250).
• COP30 Rio CMO Summit Event convening 30 global and 30 Brazilian CMOs, sustainability experts, and Marketing industry leaders to review CMO-CSO Playbook recommendations and discuss sustainable business growth ahead of COP30.
• NYC CMO Summit Spring CMO Summit in New York City building on Marketing2030 Growth Paradoxes with sessions on winning strategies, winning capabilities, and winning leadership for Humanized Growth in the era of AI.
• IRG Platform Proprietary online learning platform providing 24/7 access to program resources, content, and community for enrolled participants. Hosts the IRG1000 Corporate Leadership Program and supports other IRG programs with ongoing access for participants.

Quantifiable outcome

• 645 community members, 324 companies engaged, 108 initiatives launched, 27 countries represented
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

24 partnerships are on record, tiered core and secondary.

• IpsoscoreStrategic or Co-development PartnerIpsos is a sponsoring partner of IRG covering IRG100 program fees. Collaborates on CMO-CSO Playbook development and sustainability research.
• Spencer StuartcoreStrategic or Co-development PartnerSpencer Stuart collaborates with IRG on the Da Vinci Growth Leader model and M2030 Leadership Lab. Provides executive search and leadership advisory expertise.
• NYU SPS (School of Professional Studies)secondaryStrategic or Co-development PartnerNYU SPS is a partner organization contributing to IRG's academic and thought leadership initiatives.
• Yale School of ManagementcoreStrategic or Co-development PartnerYale Program on Stakeholder Innovation and Management partners with IRG on the Impact Study and M2030 Leadership Lab. Contributes faculty including Jon Iwata as Executive Chair.
• Oxford Saïd Business SchoolcoreStrategic or Co-development PartnerOxford Saïd Business School is the founding academic partner, co-leading Marketing2030 initiative through the Future of Marketing Initiative (FOMI). Professor Andrew Stephen serves as academic lead.
• NACD (National Association of Corporate Directors)coreStrategic or Co-development PartnerNACD partnered on the IRG Impact Study as part of the C-Suite advisory board, providing board-level perspective on stakeholder value creation.
• SHRM (Society for Human Resource Management)coreStrategic or Co-development PartnerSHRM partnered on the IRG Impact Study providing HR and human capital perspective on stakeholder value creation for colleagues as key stakeholders.
• ACCA (Association of Chartered Certified Accountants)secondaryStrategic or Co-development PartnerACCA partnered on the Impact Study providing finance function perspective on transitioning from CFO to Chief Value Officer.
• ANA (Association of National Advertisers)coreStrategic or Co-development PartnerANA partners with IRG on the Marketing Leadership Program and Global CMO Growth Council, connecting senior marketers with IRG's humanized growth frameworks.
• The Marketing SocietycoreStrategic or Co-development PartnerThe Marketing Society partners with IRG on M2030 Leadership Lab and thought leadership initiatives, contributing CEO and marketing leadership expertise.
• The B TeamsecondaryStrategic or Co-development PartnerThe B Team partners with IRG providing perspective on purpose-driven, stakeholder-focused leadership through CEO Halla Tómasdóttir.
• Harvard Business ReviewcoreStrategic or Co-development PartnerHarvard Business Review partners with IRG on M2030 Leadership Lab, contributing Editor at Large Adi Ignatius to the Challenger Board.
• Cannes LionscoreStrategic or Co-development PartnerCannes Lions partners with IRG on Marketing2030 initiative and hosts the IRG Cannes Summit annually, combining marketing excellence with IRG's humanized growth focus.
• WARCsecondaryStrategic or Co-development PartnerWARC partners with IRG as study partner providing marketing effectiveness research and thought leadership platform.
• IABsecondaryStrategic or Co-development PartnerIAB partners with IRG on Marketing2030 initiative contributing digital media and advertising ecosystem perspective.
• Ad Net ZerosecondaryStrategic or Co-development PartnerAd Net Zero collaborates with IRG on the CMO-CSO Playbook and sustainability initiatives, helping drive sustainable business growth.
• LIONScoreStrategic or Co-development PartnerLIONS (Cannes Lions) partners with IRG on thought leadership and hosts the annual IRG Summit as part of the Cannes Lions Festival of Creativity.
• MindsharesecondaryStrategic or Co-development PartnerMindshare partners with IRG on Impact Study contributing media and marketing expertise on driving Good Growth for clients.
• KennedyFitchsecondaryStrategic or Co-development PartnerKennedyFitch partners with IRG on Impact Study providing executive search and leadership advisory perspective.
• FGS GlobalsecondaryStrategic or Co-development PartnerFGS Global partners with IRG contributing strategic communications and stakeholder engagement expertise to humanized growth research.
• CKGSB (Cheung Kong Graduate School of Business)secondaryStrategic or Co-development PartnerCKGSB partners with IRG providing Asia perspective through their 'Business for Good' program and Chinese business executive network.
• Page SocietycoreStrategic or Co-development PartnerPage Society (Arthur W. Page) partners with IRG on Impact Study, focusing on the role of Chief Communication Officers in stakeholder value creation.
• L'OréalcoreStrategic or Co-development PartnerL'Oréal partners with IRG on M2030 Leadership Lab and hosts the CMO-CSO Playbook cocktail and dinner at Rio CMO Summit, contributing to sustainability collaboration research.
• WinninsecondaryStrategic or Co-development PartnerWinnin partners with IRG on M2030 NYC Summit contributing entertainment and media industry perspective to humanized growth discussions.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Forbes CMO Practice: Editorial and events franchise serving CMOs with thought leadership, summits, and a CMO Network community. Comparable audience and content focus, with stronger media distribution scale than IRG but less hands-on cohort-based leadership programming.
• The Marketing Society: Global membership community for senior marketing leaders offering events, awards, and leadership development. Highly comparable in target audience (senior CMOs), content focus (growth and leadership), and event-driven GTM, and is already a research partner of IRG.
• CMO Council: Global peer network for chief marketing executives providing thought leadership, research, and executive programs. Closely comparable in serving the same CMO persona through research-driven content and peer engagement, though broader in industry coverage.
• The CMO Club: Membership community for CMOs with events, peer groups, and leadership content targeting the same senior marketing persona. Comparable in community-led GTM and event-driven programming, though more US-centric than IRG.
• Chief Marketer: Media and events brand serving senior marketers with research, awards, and community content. Comparable audience and thought leadership approach, though more US-focused and more marketing-operations oriented than IRG's growth-leadership focus.

Emerging players

• Digital Marketing Institute (DMI): Globally recognized certification and training provider for digital and marketing professionals. Comparable in marketing-focused professional education but targets a broader and earlier-career audience than IRG's CMO-level cohorts.

Others

• Marketing Week (Brand Republic Group): Editorial and events platform serving senior marketers with news, analysis, and leadership content. Comparable audience and thought leadership distribution, though primarily a media business without IRG's cohort-based learning programs.

Broad incumbents

• Kellogg Executive Education (Northwestern): Established executive education program offering leadership and marketing programs for senior executives. Comparable in serving experienced marketing leaders seeking formal development, with stronger brand and credentialing than IRG but less peer-network emphasis.
• Harvard Business Publishing Corporate Learning: Premium executive education provider serving Fortune 500 leaders with leadership development programs and case studies. Comparable in delivering CMO leadership development at the high end of the market, but much broader in audience and content categories.
• Association of National Advertisers (ANA): Largest marketing industry association in the US, serving advertisers across all seniority levels with training, research, and events. Comparable in providing CMO education (and is IRG's channel partner for the Marketing Leadership Program), but broader in scope and not exclusively CMO-focused.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/institute-for-real-growth

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Institute for Real Growth