Small Idea, Big Impact

The 2024 winner in this category is John Hancock Investment Management for their entry, 'Harnessing the Power of Webinars'. By taking over webinar production and optimizing the process, they transformed webinars into a powerful tool for lead generation and enhancing the user experience. The pivotal change was placing webinar slides behind a login on their website, capturing valuable first-party information. This small adjustment resulted in nearly 1,000 leads and registrations, showcasing a significant marketing impact without additional resources. The judges were impressed by how this small idea led to substantial business outcomes, proving that even minor changes can create major marketing impacts. Congratulations to John Hancock Investment Management!

Watch their video to learn more!

Because communication is the driving force of all collaborative action, communications teams have unique power to drive the business. To use that power, communications leaders must offer support that their business partners perceive as valuable.

Download the Infographic: Top Business Partner Metrics Communications Can Impact to:

  • Uncover the metrics that matter to different business stakeholders. 
  • Identify opportunities for cross-functional collaboration.
  • Showcase how communications can make an impact for their function.

Download the Top Metrics Communications Can Impact Infographic

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

    Back

    By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Company/Organization Information

    All fields are required.

    Optional

    Back

    By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Q&A with Gartner Experts on Maximizing Communications and Marketing Impact

    Gartner experts address some common and pressing questions about maximizing and measuring communications and marketing impact that are most relevant to CMOs, CCOs and other marketing and communications leaders today. Read through to navigate this ever-evolving landscape effectively.

    To create marketing impact with a small budget, consider what small tweaks or enhancements you can make to create solutions for problems that are slowing you down or negatively impacting the success of your work.

    CMOs should use an objectives and key results (OKRs) approach to pressure-test strategic plans and ensure that they connect marketing’s contributions with enterprise objectives and priorities. They should also improve marketing operational excellence in the long term by regularly assessing the effectiveness of the OKR program in aligning strategy and execution.

    OKRs improve strategic planning by helping CMOs:

    1. Make long-term strategic goals actionable by breaking them down into specific objectives and measurable key results
    2. Test and calibrate strategies by learning from the actions you take to progress toward them
    3. Focus cross-functional teams on what’s important by agreeing on priority and accountability
    4. Improve strategic thinking by challenging business-as-usual mindsets
    5. Drive exceptional execution by keeping everyone working toward a common goal

    2024 Finalists In This Category

     

    Pigment

     

    Schneider Electric

     

    Travelers

     

    Vertiv

     

    Yapı Kredi Bank