2019-2020 Top Insights for the C-Suite

How to Excel at Strategy
and Execution: A Marketing Perspective

Gartner’s Top Insights for the C-Suite is an annual publication that highlights the critical challenges functional leaders are facing in today’s complex business environment, which is characterised by change, competition, uncertainty — and opportunity.

Download this eBook to learn how marketing leaders can:

Lead innovation

Driving a sustainable marketing strategy around innovation is more important than ever, but that does not mean that the expectations to deliver on existing initiatives should be put on pause. In 2019, more than half of CMOs are dedicating head count to business innovation initiatives, making innovation one of the most well-funded and quickly maturing marketing disciplines. Once just a buzzword, marketers are realising both the opportunities and challenges presented by innovation. To accelerate innovation, marketers must create a strategy with ecosystems of external partners, such as martech vendors and consumer technology companies, and their own in-house agency and innovation teams.

Create a high-impact customer experience strategy

Customer experience drives more than two-thirds of customer loyalty, outperforming brand and price combined — but over 70% of CX leaders struggle to design projects that increase customer loyalty and achieve results. This is because marketers spend most of their time fixing existing CX pain points rather than developing new, innovative projects and experiences. Today’s customers crave products that perform better and make them feel better for having chosen them. By investing in innovations around product performance and by enabling customers to self-affirm their purchase decisions, CX teams can build lasting customer loyalty.
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    Lead innovation

    Driving a sustainable marketing strategy around innovation is more important than ever, but that does not mean that the expectations to deliver on existing initiatives should be put on pause. In 2019, more than half of CMOs are dedicating head count to business innovation initiatives, making innovation one of the most well-funded and quickly maturing marketing disciplines. Once just a buzzword, marketers are realising both the opportunities and challenges presented by innovation. To accelerate innovation, marketers must create a strategy with ecosystems of external partners, such as martech vendors and consumer technology companies, and their own in-house agency and innovation teams.

    Create a high-impact customer experience strategy

    Customer experience drives more than two-thirds of customer loyalty, outperforming brand and price combined — but over 70% of CX leaders struggle to design projects that increase customer loyalty and achieve results. This is because marketers spend most of their time fixing existing CX pain points rather than developing new, innovative projects and experiences. Today’s customers crave products that perform better and make them feel better for having chosen them. By investing in innovations around product performance and by enabling customers to self-affirm their purchase decisions, CX teams can build lasting customer loyalty.

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