Gartner：CMO行动指南（英文版）(23页).pdf

1、Gartner for Marketers 2019 Gartner, Inc. and/or its affiliates. All rights reserved. CM_I_762614 Winning in the Turns: A CMO Action Guide How Leading Brands Outperform in Uncertain Times Ewan McIntyre VP Analyst Sally A. Witzky, Senior Director Analyst Successful brands take risks in “the turns,” th

2、ose places in the enterprise journey where other brands slow down. Turns can be economic, geopolitical, environmental, social or competitive. CMOs must prepare and lead in the turns, building agility into strategy and decision making. Ewan McIntyre VP Analyst Sally A. Witzky Senior Director Analyst

3、Published 28 August 2019 ID G00433834 Winning in the Turns: A CMO Action Guide Gartner for Marketers GML GartnerDigital Overview Opportunities and Challenges Firms that practice discipline and display confidence, accelerating during economic turns, will be rewarded with sustained advantage over thei

4、r competitors long after the next recession passes. They will outperform brands that hit the brakes in an attempt to cut their way to growth. CMOs should ensure they have a fully aligned and agreed-upon plan on how to respond to risk events. This requires increased oversight of strategy execution an

5、d risk management. What You Need to Do CMOs accountable for strategic marketing planning should consider the following factors: Review factors like consumer and market sentiment and confidence. Use Gartners Iconoculture insights and other resources to ensure your plans are informed by a view of key

6、indicators of potential uncertainty. Benchmark current and future budget and spending commitments, looking at both your immediate industry peers and other industry verticals using Gartners CMO Spend Survey. Extend your analysis beyond the marketing function and the immediate markets in which you ope