In the most recent Gartner CMO Spend and Strategy Survey, 75% of marketing leaders said they feel pressured to do more with fewer resources. With economic headwinds, the rise of generative AI and a new focus on marginal growth, many CMOs and their teams are taking on increased responsibilities to show their value. But more is not always more when it comes to engaging with customers through digital marketing.
In this opening keynote from the Gartner Marketing Symposium/Xpo™ 2023 conference, Gartner VP AnalystLizzy Foo Kuneand VP, Advisory,Carlos Guerreroexplain how marketers have used productivity and responsibility to shield themselves and their departments from budget scrutiny. However, there is a better system for marketers to show value and deliver growth: catalytic marketing. This new and meaningful way to engage with customers delivers profitable growth without always feeling the need to do more.
Watch now:Marketing’s New Directive: Resist the Tyranny of More
Register now:Gartner Marketing Symposium/Xpo 2024
Download now:The State of Marketing Budget and Strategy in 2023
Opening Thoughts
External Pressures on CMOs in 2023
The “Armor of Activity”
What Is Catalytic Marketing?
The Problem With Being Customer Obsessed
Why More Data May Be Not Be Beneficial
The New Way Forward: Meaningful Customer Engagement
Carlos A Guerrero | VP, Advisory
Carlos Guerrerois a VP of Advisory, helping CMOs and marketing leaders achieve their commercial and strategic goals. Mr. Guerrero's areas of expertise include marketing strategy, brand, organizational structure, and demand generation.
Lizzy Foo Kune | VP Analyst
Lizzy Foo Kuneis a VP Analyst, specializing in marketing data and analytics. She co-leads the Gartner Futures Lab. Her research focuses on customer data management, including customer data platforms. In addition, she covers marketing dashboard technology and reporting processes, and marketing analytics organization and operations.
Hosted by:Karen Lockhart
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