Gartner’s CMO advice: How to create value-based martech for uncertain times

I’ve worked on Gartner’s annual CMO Spend Survey for a number of years, but 2020’s survey has been the most interesting to work on by far. It captures marketing in a time of upheaval, as it struggles to understand how to respond to COVID-19’s immediate challenges and forge a path towards recovery and renewal.

Uncertainty abounds, and CMOs vacillate between wild optimism (almost 80% believe that COVID’s impacts on business performance will be short-lived) and deep caution...

Is data-driven marketing in rude health? Why CMO opinion may not tell the full story

The annual Gartner CMO Spend Survey isn’t just about marketing spending. While this survey digs into the budget and financial priorities of chief marketing officers (CMOs) across a range of industries and geographies, it does much more than that. The survey seeks to understand the capabilities that CMOs define as vital to the delivery of their strategies and how they define and measure success.  

In the 2019-2020 CMO Spend Survey, CMOs were asked to rank the top...