Since 2012, Gartner's CMO Spend Survey has been a strategic bellwether, and vital planning tool. 2019 to 2020's survey widened its geographical scope, including France and Germany alongside North America and the U.K. In this session, you'll learn: 1) Marketing budget trends, and their impact on your strategy 2) Budgets across core channels and capabilities 3) Building robust budgets for the future.

Almost one-fifth of the total marketing budget is allocated to innovation, yet measuring innovation and proving its value is a perennial issue. By measuring innovation on three levels — culture, process and outcomes, marketing leaders gain insights into the impact of innovation programs. In this session, you'll learn: 1) How to align innovation objectives to business goals 2) How to build a framework that captures leading indicators of success in terms of culture, processes 3) How to capture the lagging indicators of innovation success - the outcomes

As marketing’s expected contribution to business success increases, marketing leaders need to establish a discrete function with operational skills that enable efficient and scalable process excellence and marketing accountability. The marketing operations function is evolving, advancing and adding several new strategic responsibilities. In this session you will learn:
- How strategy and planning facilitation has become a cornerstone of marketing operations
- How marketing analytics capabilities are providing essential insights, fueling operational and effectiveness gains
- Why marketing technology strategy belongs in operations