Presented by Kristina LaRocca-Cerrone, Sr Director, Advisory; Michael McCune, Sr Director, Advisory; Dean Vitté, Director, Advisory, Gartner
Here are the key takeaways and actions for CMOs coming out of this year’s Gartner Opening Keynote at the Gartner Marketing Symposium/Xpo 2022.“Most marketers have crossed the digital business threshold to the point where it is no longer a differentiator. They need to shift their energy and resources elsewhere.”
Empathetic influence: marketing’s ability to motivate others to take action on the solutions that drive positive change.” Ewan McIntyre, Chief of Research and Vice President Analyst at Gartner, explained that while marketing budgets have increased, they have not reached pre-pandemic levels.“Marketing budgets have climbed to 9.5% of total company revenue in 2022, an increase from 6.4% in 2021.”
“CMOs have made the shift from digital-first to hybrid multichannel strategies: The survey shows they are dedicating the largest portion of their budget to online channels and a more equitable split to offline channels.” Three challenges marketers need to overcome to implement a third-party digital commerce strategy according to Gartner include resources being spread too thin, digital sales channel capabilities varying and execution quality being inconsistent.
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