1、 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Gartner is a registered trademark of Gartner,Inc.or its affiliates.This presentation,including all supporting materials,is proprietary to Gartner,Inc.and/or its affiliates and is for the sole internal use of the intended recipients.Because

2、this presentation may contain information that is confidential,proprietary or otherwise legally protected,it may not be further copied,distributed or publicly displayed without the express written permission of Gartner,Inc.or its affiliates.Chief Marketing Officer Leadership Vision 20233 Strategic A

3、ctions for SuccessRESTRICTED DISTRIBUTION2 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Chief marketing officers(CMOs)know that driving efficient growth is a top priority.But in todays volatile environment customers are unpredictable.Cross-functional collaboration can be a struggle and

4、 traditional sources of brand value are eroding.Add to the mix pandemic waves,supply chain disruption,inflation and geopolitical instability,and the challenges are huge.To meet these challenges,CMOs need to adapt their strategies for efficient growth in a high-velocity world.The current environment

5、demands a relentless focus on using digital to create customer value,advancing cross-functional goals and optimizing shifts for brand value.Use this research to help answer three questions that are key to leading marketing success in 2023 and beyond.Key questions addressed:What are the major trends

6、affecting CMOs?What are CMOs top priorities?What actions should CMOs take now to be successful?RESTRICTED DISTRIBUTION3 2023 Gartner,Inc.and/or its affiliates.All rights reserved.3 Key Themes Demanding CMO Action in 2023Unpredictable Digital Buying BehaviorsBurdensome Cross-Functional Complexity Dis

7、ruptive Market and Audience DynamicsCreating a Digital Customer Value ExchangeAdapting to Advance Cross-Functional GoalsOptimizing Shifts for Brand ValueDeliver Performance and GrowthLead a High-Performing Marketing FunctionBuild Brands That Deliver Demonstrable ValueEnvironmental TrendsCMO Role Pri

8、oritiesRESTRICTED DISTRIBUTION4 2023 Gartner,Inc.and/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTION4 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Key IssuesKey IssuesWhat are the major trends affecting CMOs?What are CMOs top priorities?What actions should CMOs take now t

9、o be successful?RESTRICTED DISTRIBUTION5 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Customers Digital Buying Behaviors Are Evolving,Disrupting Value ExchangeInflation Shifts Shopping BehaviorsCustomers Take Steps to Protect Their DataNet Change in Routine Shopping Activities Due to I

10、nflationPercent of Customers Who Take the Following Digital Privacy ActionsInflation Shifts Shopping BehaviorsCustomers Take Steps to Protect Their Datan=1,501 U.S.consumers Q:How is inflation impacting how you shop for things that you need to buy regularly(such as food or groceries,household produc

11、ts,or personal care items)?Source:2022 Gartner Consumer Cultural Attitudes and Behaviors SurveyNote:Net change=percent increased percent decreasedn=1,499 consumers and B2B buyersQ:Please rate your agreement with the following statements.Source:2021 Gartner Personalization Survey19%4%27%10%8%30%-50%5

12、0%Buying store brandsVariety of online shopping stores I visitHow often I shop onlineNet IncreaseNet DecreaseBuying name brand productsVariety of in-store shopping stores I visitHow often I shop in-store81%81%75%73%68%67%0%50%100%Turn off data tracking on phone/appsTurn off push notificationsUse an

13、ad blockerBrowse in no tracking modeDisable“smart”devices that record meUse a junk email account for spamRESTRICTED DISTRIBUTION6 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Cross-Functional Collaboration Yields Worse Revenue OutcomesFew Marketers Prefer Independent PlanningIndependen

14、t Planning Drives More Revenue GrowthHow Marketers Believe They Should Approach Building a Roadmap for Digital Revenue GrowthMarketers Who Exceeded Their Customer Acquisition Goal Last Year,by Approach to Digital Revenue GrowthFew Marketers Prefer Independent PlanningIndependent Planning Drives More

15、 Revenue Growthn=392;marketers who complete“developing a strategic roadmap for digital revenue growth”Q.Regardless of how they are being managed today,how do you believe each of the following activities should ideally be managedat your organization?Source:Gartner 2022 Gartner CMO Spend and Strategy

16、Surveyn=392;marketers who complete“Developing a strategic roadmap for digital revenue growth”Q.Below is a list of activities that may take place in your organization.For each activity,please indicate the way that it is currently executed.Source:Gartner 2022 Gartner CMO Spend and Strategy Survey21%In

17、dependently42%Collaboratively23%Directed by Marketing13%Directed by Another Function58%47%0%50%100%IndependentCollaborativeRESTRICTED DISTRIBUTION7 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Disruptive Market and Audience Dynamics Block Traditional Pathways to Brand ValueBrand ValueA

18、warenessConsiderationDecision There are 1.6x more companies globally than in 2000.Average lifespan of a company on the S&P 500 Index has decreased 34%since 1965.53%of audiences say its less important to choose a well-known brand today than it was three years ago.55%of audiences agree that big corpor

19、ations are to blame for many of societys problems.75%of audiences have searched online for information about a previously unfamiliar brand while shopping.Market DisruptionAudience ExpectationsDigital BehaviorsSource:Global Companies 2021(Statista);Average Company Lifespan 2020(Statista)Source:2022 G

20、artner Brand Activation SurveySource:2022 Gartner Brand Activation SurveyRESTRICTED DISTRIBUTION8 2023 Gartner,Inc.and/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTION8 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Key IssuesKey IssuesWhat are CMOs top priorities?What actio

21、ns should CMOs take now to be successful?What are the major trends affecting CMOs?RESTRICTED DISTRIBUTION9 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Personalization CapabilitiesCustomer Journey OrchestrationCMOs Aim for High-Value PersonalizationOrchestration Should Create Customer

22、Value CMOs Must Provide Mutual Value on Digital Channels Across the Full Customer JourneyPersonalizationThe practice of using customer data to deliver a tailored interaction between the brand and the customer.Connected JourneyCustomized ContentTriggered DeliveryVirtual sales consultation reveals new

23、 customer needs.Customer portal helps customers relate and apply information.Real-time inventory tracking provides reassurance.Customer JourneySource:GartnerSource:GartnerRESTRICTED DISTRIBUTION10 2023 Gartner,Inc.and/or its affiliates.All rights reserved.CMOs Restructure Teams for Operational Effec

24、tivenessCMOs Aspire to Build Teams That Drive Short-and Long-Term Digital GrowthReasons for Changes to Marketing Team Structures in the Past 12 MonthsModel for Digital Revenue GrowthCMOs Restructure Teams for Operational EffectivenessCMOs Aspire to Build Teams That Drive Short and Long-Term Digital

25、GrowthImprove reaction timeImprove ability to execute against organizational prioritiesReduce duplication/overlap across teamsImprove consistency in deliveryBetter align to broader organizations structureImprove collaboration across teamsImprove prioritization/workflow managementCMOs Must Adapt Thei

26、r Teams to Advance New Cross-Functional Operating Modelsn=147 marketing leaders citing reasons for change to function structure over last 12 monthsQ.What were the top drivers of the change in your Marketing functions structure?(Data results shortened for presentation purposes.)Source:2022 Gartner Ma

27、rketing and Communications Organization SurveyEfficiencyAlignment18%18%21%21%21%21%24%24%26%26%26%26%28%28%DigitalCommerceCoreDigital-First InnovationSource:GartnerRESTRICTED DISTRIBUTION11 2023 Gartner,Inc.and/or its affiliates.All rights reserved.33%55%67%70%0%50%100%High Societal,High Functional,

28、Low PersonalHigh Societal,Low Functional,High PersonalLow Societal,High Functional,High PersonalAll Types HighCMOs Must Activate the Customer Benefits of Brand InvestmentsSocietal Benefits Have Minimum Impact on Brand CommitmentImpact of Benefit Combinationsn=1,896 consumers,B2B buyers and employees

29、Source:2022 Gartner Brand Activation SurveyNote:Results are based on multiple regression model with controls.CMOs should make the most of their budget by delivering a combination of personal and functional brand benefits.The additional effect of societal benefits is very small(3%).RESTRICTED DISTRIB

30、UTION12 2023 Gartner,Inc.and/or its affiliates.All rights reserved.CMOs Must Activate the Customer Benefits of Brand InvestmentsChannels Where Audiences Are Having Meaningful Brand Experiences1%Other46%Digital Experience24%Brand Product/Service Experience29%In-Person ExperienceTo drive commitment in

31、 a shifting environment,CMOs must realize brand value through experience.CMOs can win brand commitment through a single meaningful experience on a digital or nondigital channel.n=431 consumers,B2B buyers and employeesSource:2022 Gartner Brand Activation SurveyLift in Brand Commitment After a Meaning

32、ful Experience With an Unfamiliar Brand52%RESTRICTED DISTRIBUTION13 2023 Gartner,Inc.and/or its affiliates.All rights reserved.RESTRICTED DISTRIBUTION13 2023 Gartner,Inc.and/or its affiliates.All rights reserved.What are CMOs top priorities?Key IssuesKey IssuesWhat actions should CMOs take now to be

33、 successful?What are the major trends affecting CMOs?RESTRICTED DISTRIBUTION14 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Focus Marketing Efforts on Genuinely Helping Customers in Their JourneysInternal Orchestration CapabilitiesForms of Customer Value Across the Path to PurchaseOrch

34、estrate interactions that provide specific forms of help across the full journey(e.g.,customer self-learning,direction,reassurance).Marketing Data ManagementAudience Insight GenerationMultichannel ExecutionContent ManagementCustomer Path to PurchaseAid Self-LearningFoster ConnectionNew NeIdentifyeds

35、“Direct Me”“Reassure Me”“Make It Easy”Source:GartnerRESTRICTED DISTRIBUTION15 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Diagnose Whether Marketings Operating Model Supports Digital Revenue GrowthQuestions to Identify Limitations in Marketings Operating Model:Would an in-house agency

36、 model align to the broader organizations structure?Would a center of excellence improve collaboration across teams?Would a shared services model improve prioritization and workflow management?Effective collaboration is not achieved through org changes but through operating model evolution.RESTRICTE

37、D DISTRIBUTION16 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Business OutcomesExperienceEngagementCommunicationConnect Brand Strategy to Experience and Business OutcomesBrand Health Measurement FrameworkConnect brand health to experience and business outcomes to quickly demonstrate va

38、lue from brand investments.ReachStrategyBusiness Goals Revenue Profit CLV Value Differentiation Total addressable marketAided and Unaided awarenessPurchase intentEquity measures(based on brand strategy and personality)Brand experience satisfaction(based on brand strategy and personality)RESTRICTED D

39、ISTRIBUTION17 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Recommended ActionsProvide mutual value on digital channels across the full customer journey by optimizing orchestration capabilities and using customer-directed engagement models to guide your personalization strategy.Adapt ma

40、rketing team structures and skills to support new cross-functional operating models by evaluating where marketing should have sole or shared responsibility and applying the best operating model for each of your core capabilities.Redefine and quickly demonstrate the value of brand investments by conn

41、ecting brand health to experience and business outcomes and driving delivery of experiences that support business goals.For information,please contact your Gartner representative.RESTRICTED DISTRIBUTION18 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Recommended Gartner ResearchThe Stat

42、e of Marketing Budget and Strategy in 2022Ewan McIntyre(G00761383)Use Customer-Directed Engagement Models to Earn First-Party Data for More Effective PersonalizationAmy Abatangle(G00761066)Rethink How to Match Marketing Operating Models to CapabilitiesSally Witzky and Michael McCune(G00767195)Make t

43、he Most of Your Brand-Building BudgetCommunications Research Team(G00778235)A New Way to Measure Brand Health:From Brand Strategy to Business OutcomesJulie Reeves(G00761043)For information,please contact your Gartner representative.RESTRICTED DISTRIBUTION19 2023 Gartner,Inc.and/or its affiliates.All

44、 rights reserved.Actionable,objective insightPosition your marketing organization for success.Explore these additional complimentary resources and tools for marketing leaders:Already a client?Get access to even more resources in your client portal.Log InWebinarThe Gartner 2023 CMO Leadership VisionA

45、dapt your marketing strategies for efficient growth in a high-velocity world.ResearchThe Chief Marketing Officer Journal:Q4 2022Uncover what current trends mean for CMOs and Marketing leaders in 2023.Watch NowDownload JournalConferenceGartner Marketing Symposium/XpoThe Worlds Most Important Gatherin

46、g of CMOs and Marketing ExecutivesView CalendarRESTRICTED DISTRIBUTION20 2023 Gartner,Inc.and/or its affiliates.All rights reserved.Connect With UsGet actionable,objective insight to deliver on your mission-critical priorities.Our expert guidance and tools enable faster,smarter decisionsand stronger performance.Contact us to become a client:U.S.:1 855 811 7593International:+44(0)3330 607 044Become a ClientLearn more about Gartner for Marketing L connected to the latest insights