Digital Polymath

In an era where data-driven decision-making reigns supreme, it's surprising to find that many Chief Marketing Officers (CMOs) still struggle to quantify and communicate the value of their own and their team's efforts. A recent Gartner survey has shed light on this persistent challenge, revealing that only 52 percent of senior marketing leaders successfully prove marketing's value and receive credit for its contributions to business outcomes. This statistic is both alarming and enlightening, as it underscores a critical disconnect between marketing leadership and the organization's C-suite. One of the most striking findings is the identification of CFOs (40 percent) and CEOs (39 percent) as the executives most skeptical about marketing's value within their organizations. This skepticism is further compounded by the fact that 47 percent of CMOs reported that marketing is still viewed as an expense rather than an investment, according to an earlier Gartner survey in 20...

B2B sales and marketing are being transformed by the adoption of new technologies that help to communicate value. Gartner has identified seven technology disruptions that will impact sales organizations. These disruptions will drive significant go-to-market changes, as well as in the way businesses approach sales development and build customer relationships. Are you and your organization prepared for these disruptions? B2B Sales Process Change Management The first disruption identified by Gartner is the increasing use of artificial intelligence (AI) in sales. AI can analyze large amounts of data quickly and accurately, allowing sales teams to identify key trends and insights that can inform their strategies. Most important, AI can also be used to automate routine workflow tasks, freeing up time for salespeople to focus on more high-value activities. Another disruption is the rise of customer experience (CX) as a key differentiator for businesses.  Companies that prioritize CX are m...

Many CMOs will proudly tell you that their organizations are data-driven -- meaning they make their marketing investment decisions based upon the data that's captured and reported in one or more analytics platforms. But there are significant consequences from the application of this approach. Let's consider the findings of a recent market study and look at the implications. The coronavirus pandemic is forcing rapid change on brands. Marketing leaders believe that a lack of agility and flexibility negatively impacts their marketing execution, according to a Gartner study. To remedy this, the study uncovered that 38 percent of marketing leaders report “developed scenarios for planning purposes” as one of the top operational steps they’ve taken to manage a business disruption. Study the Data, React to the Trends "One key element of effectively building and planning scenarios is data," said Lizzy Foo Kune, senior director analyst at Gartner . "Marketing lead...