Backsliding on Martech — With Benjamin Bloom
In this episode, Gartner analyst Benjamin Bloom discusses new challenges to marketing’s role as a technology steward. While IT and marketing have improved their collaboration efforts, marketing’s position as a growth driver cannot survive in the face of remarkably low utilization of the technology capabilities in the stack. CMOs must overcome customer data frictions and disrupted customer journeys, but our 2022 Gartner Marketing Technology Survey reveals that talent training and integration remain critical ROI bottlenecks.We’ll cover new insights into where martech teams are placing their bets, from today’s critical components to the emerging technologies to battle the cookieless future.Benjamin Bloom is a VP analyst helping marketing leaders with martech stack optimization, personalization, and customer data management. Benjamin’s experience spans customer engagement, direct response, CRM, data management, analytics, web development and brand marketing roles, as both a consultant/strategist and as a client-side team leader. He has developed and optimized marketing campaigns, as well as selected and implemented technology and advertising solutions for more than 15 years. Before entering the marketing world, he analyzed the technology, media and telecommunications industries at the Columbia Institute for Tele-Information at Columbia University.
20 Syys 202235min
How CMOs Are Upending Structure — With Sally Witzky
In this episode, Gartner analyst Sally Witzky discusses insights from Gartner's Marketing Organization Insights Survey for 2022, with her perspective of what CMOs seemed to get right, and other data points that make us scratch our heads. Either way, CMOs changed all aspects of their marketing resource ecosystem from org structures to operating models to agency roster. The episode covers what they changed and what we’ve heard from CMOs since the survey’s release.Sally Witzky analyzes marketing organizational and operational trends and best practices. She advises CMOs to leverage proven and actionable techniques, systems and tools for building in-house strategic marketing capabilities that maximize value creation and strengthen competitive advantage.
7 Syys 202239min
The DEI Advantage: Why CMOs Should Take the Lead — With Jay Wilson
In this episode, Gartner analyst Jay Wilson discusses how marketing leaders are in a position to influence their organization’s approach to internal diversity, equity and inclusion (DEI), while ensuring those efforts are accurately represented in marketing communications. As an increasingly diverse customer base demands that the brands they buy from take action on DEI, the CMO must advocate for that mandate internally. In doing so, a CMO can improve her influence within the C-suite, while making a positive impact on marketing and business outcomes. Success depends on new approaches to hiring, retention, agency selection, and — ultimately — marketing that is more relevant and representative of our world.Jay Wilson focuses on helping CMOs achieve optimal results from their agency rosters, including agency selection. He works with clients on their social media marketing strategies, including influencer and employee advocacy programs. Jay led social marketing efforts at a large digital advertising agency in New York, with hands-on experience in the airline, consumer packaged goods and high-tech industries.
23 Elo 202237min
Setting Your Comms House in Order: Data Insights to Help You Shine – With Iliyana Hadjistoyanova
In this episode, Gartner analyst Iliyana Hadjistoyanova reveals key insights from an organizational survey of 182 Communications leaders. We discuss the positive trend of the function’s growing influence and debate the implications of high reorganization rates. And we try to answer the question, “If all seems to be trending well, why are communicators quitting in droves?” Iliyana Hadjistoyanova supports Communications leaders in optimizing structure and skills within their own teams, prioritizing high-value work and connecting it to business goals in clear, measurable ways.Her expertise includes strategic planning and measurement, functional design, and talent development and training. She leverages insights, best practices and benchmarks to help executives make smart decisions that elevate their functions to become true business partners.
9 Elo 202236min
How Overturning Roe v. Wade Is Shaking Up Privacy — With Andrew Frank
In this episode, Gartner analyst Andrew Frank discusses how marketing, communication, HR, legal, and IT roles need to align to address the wide-ranging implications of new laws and law enforcement actions that raise the risks associated with personal data routinely collected and processed by their organizations. For consumers, the fear of digital surveillance is becoming more concrete while, for businesses, the ethical and operational complexities are becoming more acute.We’ll cover some specific situations where organizations’ commitment to protecting the health and well-being of stakeholders is being challenged.As VP Distinguished Analyst with Gartner for Marketing Leaders, Andrew Frank specializes in best practices for data-driven marketing, including how organizations can use data to drive sales, loyalty, innovation, brand value and other business goals.Andrew also focuses on emerging marketing technology and trends, including marketing applications of artificial intelligence (AI) and machine learning, algorithmic marketing, and marketing in emerging environments such as metaverse and Web3. Run Time: 27:57
26 Heinä 202227min
Reality-Checking Your Customer Experience — With Leah Leachman
In this episode, Gartner Director Analyst Leah Leachman discusses how marketing leaders all too often make a commitment toward customer centricity when all signs lead to the opposite effect. Marketing’s efforts are really more channel-led vs customer-led, focusing on acquisition and demand generation versus understanding customer needs. But does that strategy really lead to sustainable, long-term growth? Or will customer satisfaction, loyalty and advocacy suffer as a result? There is a way to balance company and customer.
13 Heinä 202229min
CMO Course Correction: 3 Insights to Ensure You’re on Track — With Ewan McIntyre
In this episode, Gartner VP analyst and Chief of Research Ewan McIntyre discusses some of the themes that emerge from this year’s CMO Spend and Strategy Survey. This survey captures the strategic and budgetary priorities of marketing in 2022. As budgets start to rise from lockdown-era cuts, CMOs find themselves in a complex environment. Channels continue to shift, inflation chips -away at consumer confidence and fierce talent competition poses challenges for marketing’s operating model.
29 Kesä 202236min
Recalibrating Brand and Performance Marketing — With Julie Reeves and Noam Dorros
How does a CMO decide whether to pour their strategic energies and resources into performance marketing or brand marketing? And is it really a matter of choosing one or the other? More than ever, reliably growing your brand will depend on your ability to strike the right balance between the two.In this episode, analysts Julie Reeves and Noam Dorros discuss the interplay between brand and performance marketing. Performance marketing has been the darling of marketing programs due to its ability to generate quick leads and sales based on concrete data. As budgets have tightened, marketers have repeatedly relied on this proven tactic. But now, many CMOs are realizing that brand marketing needs a seat at the table. Does turning attention to brand come at the expense — literally — of performance marketing budgets? Complicating matters, the value of brand marketing is hard to measure and prove ROI. How do you know where to place your bets? How do changing market conditions reframe these choices? It’s time to rethink how brand marketing (the art) and performance marketing (the science) can and should work together to drive growth.Julie Reeves helps clients to better position their brands for success through strategic use of consumer insights and executional considerations. She has a deep understanding of brand strategy, architecture and positioning creation and management in various stages of business maturity across a multitude of industries and competitive situations.Reeves has served as CMO and general manager, and has led various facets of marketing organizations including brand strategy, insights, creative, and innovation. She began her career in consumer packaged goods, and has held roles in retail, higher education, and high-tech industries.As a Director Analyst, Noam Dorros transforms data driven insights into actionable opportunities for various clients within the consumable goods sector. Working with top brands in the consumer packaged goods (CPG), personal care, and food and beverage categories, Noam advises on everything from best practices and industry trends to deriving customized digital recommendations that fit various client objectives.Prior to joining Gartner, Noam spent nearly a decade working at Digital Agencies gaining experience across CPG, retail, insurance, healthcare and automotive industries.
14 Kesä 202235min
