2022 track highlights

Our Gartner experts, who are at the top of their fields, helped attendees address their most critical challenges. These key topics kickstarted conversations around priorities and initiatives so that attendees could tackle what was most important to them.

Track A: Assert Marketing’s Relevancy and the Relevancy of Your Marketing 

Campaigns aren’t dead, but they no longer reflect all that marketing has to offer. Attendees learned from the experts how to define and defend the value of marketing’s own next best action.

Track B: Shape the Future of Marketing With Insight, Data and Analytics 

Insight, data and analytics are propelling the next wave of marketing evolution. Attendees learned to hone the skills and vision necessary to optimize marketing, inform critical business decisions and differentiate from competitors.

Track C: Succeed in Customer Experience 

CX requires a narrow and specific focus. Attendees discovered what capabilities, cultural changes and processes they need have in order to adopt to move from saying CX is important to doing CX.

Track D: Orchestrate Multichannel Marketing to Support the Customer Journey

Best-in-class digital marketers drive business growth through coordinated customer engagements. Attendees heard how to effectively manage touchpoints and improve journey orchestration to deliver business goals.

Track G: Leading From Within: Communicating Internal/External Change

After a season of disruptive change, many organizations are focusing on what they truly are. Attendees explored how to architect and activate  communications strategy across a diverse spectrum of employees, business partners, shareholders and customers. 

Track E: Defining Marketing’s Role in Driving Commercial Growth 

Marketing leaders increasingly find themselves pressured to support commercial growth goals while their budgets are declining. Attendees explored how to proactively define  marketing’s role in driving commercial growth through sales channels.

Track F: Extend the Impact of Your Martech Ecosystem 

Marketing leaders are in a unique position to direct and influence their enterprise through digital transformation. Attendees learned how to prove the value of their technology investments, navigate the martech landscape and support their marketing strategy.

A look back at 2022's agenda

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A look back at 2022's agenda

Campaigns aren’t dead, but they no longer reflect all that marketing has to offer. What’s new, though, comes with new cost structures, operating models and talent requirements. At a time when digital is no longer marketing’s exclusive domain, there is a need to convince stakeholders that marketing leaders have the right strategy and skill sets to build new capabilities and continuously improve existing ones. In this track learn from the experts to define and defend the value of marketing’s own next best action.

Monday, May 23, 2022 / 12:00 PM - 12:30 PM EDT

Signature Series: The State of Marketing Spending and Strategy — Insights From Gartner’s CMO Spend Survey

Ewan McIntyre, VP Analyst, Gartner

Get an exclusive first look at 2022 data and insights from Gartner's new-and-improved annual CMO spend survey. Following significant budget challenges, how have budgets recovered, and what are CMOs' spending priorities? In this session you’ll learn: the state of marketing budgets in 2022. The strategic priorities of marketers across industries. The channels CMOs are investing in to drive growth.

Monday, May 23, 2022 / 12:00 PM - 12:45 PM EDT

Roundtable: Help Me, Help You: Leading and Engaging Secondary Brand Owners to Drive Organizational Success

Julie Reeves, Sr Director Analyst, Gartner

How do you get a distributed network of secondary brand owners to support the primary brand to create success for all parts of your organization? This session will guide you through opportunities to engage secondary brand owners at various primary brand maturity levels. Come prepared to share what has worked well in your organization and to hear what tips and tricks others in your shoes have employed to create winning partnerships with secondary brand owners.

Monday, May 23, 2022 / 01:30 PM - 02:00 PM EDT

Operational Minimalism: Make Everything Simpler

Iliyana Hadjistoyanova, Director, Advisory, Gartner

Have you ever noticed how much work you have to do before you can start … working? The ways we meet, make decisions, and use systems overcomplicate our already complex jobs. In this session, we’ll dramatically simplify these three central components of your work by rethinking trust, transparency, and control in your function, freeing up your team — and you — to focus on the work that really matters.

Monday, May 23, 2022 / 01:30 PM - 02:15 PM EDT

Roundtable: Finding Success and Avoiding Pitfalls in Flexible Work Environments (Exclusive to CMO Circle Attendees)

Jay Wilson, VP Analyst, Gartner

Learn how your CMO peers have found success and overcome pitfalls in transitioning from office-centric to flexible work models. How have others addressed challenges with talent retention and hiring? What tools and processes can sustain and elevate creative collaboration in the absence of in-person interaction? How can we maintain and evolve the culture of our marketing teams in this new reality?

Monday, May 23, 2022 / 02:45 PM - 03:30 PM EDT

Roundtable: Agile Marketing or Marketing Agility?

Amy Abatangle, Sr Director Analyst, Gartner

Ten years after the Agile Marketing Manifesto was published, marketers still struggle to understand the difference between by-the-book agile project management and creating an agile marketing culture. Join your peers to discuss the benefits and limitations of agile marketing for continuously delivering customer value and business outcomes through collaboration, innovation and experimentation.

Monday, May 23, 2022 / 03:00 PM - 03:30 PM EDT

Signature Series: CMOs Lead Massive Change: Insights from Gartner's 2022 Marketing Organization Survey

Sally Witzky, Sr Director, Analyst, Gartner

CMOs wrestle with how their marketing organization is to be designed for now and the all-digital future. In this session, you'll learn how CMOs led a massive sweep of changes to include structure, generalists vs. specialists mix, agency mix and more. Yet they still struggle with team skills and operating models to match their C-Level influence, and the agility and accountability they must master.

Monday, May 23, 2022 / 03:00 PM - 04:00 PM EDT

Workshop: Becoming the Boardroom Influencer (Exclusive to CMO Circle Attendees)

Iliyana Hadjistoyanova, Director, Advisory, Gartner

One of the critical skills for CMOs in the current work environment is strong interpersonal influence. To be successful CMOs need to be able to lead business partners to effective marketing solutions and build relationships within and outside of the organization. This session will help you better understand stakeholders, diagnose behavioral style interaction preferences, and identify ways to land on win-win solutions. Exclusive to CMO Circle attendees

Monday, May 23, 2022 / 03:45 PM - 04:15 PM EDT

Shifting From Design to Implementation — The Three C's of Successful Marketing Strategy Execution

Carlos Guerrero, VP, Advisory, Gartner

CMOs recognize the importance of an effective strategic plan. Creating a strong document does not protect marketing teams from sliding back to a tactical mindset. This session will introduce the three C's for successful marketing strategy execution: Communicating the plan up and down the chain of command; creating a strategy-driven Culture within the marketing team; and Celebrating strategic wins across the year.

Tuesday, May 24, 2022 / 12:00 PM - 12:30 PM EDT

From Chaos to Clarity: A New Way to Assess Your Brand’s Health

Julie Reeves, Sr Director Analyst, Gartner

Calibrating brand health is more important than ever. Declining brand trust, differentiation and budgets have put pressure on you to demonstrate the value and impact of the brand. And yet ways to assess brand health remain elusive. In this session, you will learn how to cut past the clutter of possible metrics to asses brand health and link brand strategy to business outcomes.

Tuesday, May 24, 2022 / 12:00 PM - 12:45 PM EDT

Roundtable: Boosting Marketing's Budgetary Maturity

Ewan McIntyre, VP Analyst, Gartner

Marketing lags other functions when it comes to building and managing budgets. From zero-based to value-based — how can marketing boost fiscal maturity and protect budgets? In this discussion we'll explore: 1) The budget methodologies typically used in marketing; 2) how marketing can advance budgetary maturity; 3) building a culture of fiscal accountability throughout the marketing organization.

Tuesday, May 24, 2022 / 01:30 PM - 02:00 PM EDT

A Data-Driven View of How Audiences Perceive ESG/Social Impact Commitments and Messaging

Patryck Allen, Sr Director, Advisory, Gartner

Does it matter if they’re Gen X or Z? Urban or Rural? Which audiences are watching your ESG, sustainability, or social impact commitments or messaging closely, and what do they expect of you? Join us to see what the numbers tell us about how you should design your ESG, sustainability, and social impact messaging to maximize positive receptivity, boost sales, and build customer loyalty.

Tuesday, May 24, 2022 / 01:30 PM - 02:15 PM EDT

Ask the Expert: What Your Customers Really Think of Customer Journey Orchestration

Kristina LaRocca-Cerrone, Sr Director, Advisory, Gartner

More marketing leaders are turning to customer journey orchestration to drive engagement and guide customers through their journeys. But, what do customers really think of the journey orchestration they experience? How do customers respond to customer journey orchestration? What is the state of most customer journey orchestration today? How can marketing drive growth by coordinating multiple digital and non-digital touchpoints?

Tuesday, May 24, 2022 / 03:00 PM - 03:30 PM EDT

Big I, Little i: A CMO Guide to Marketing-Led Innovation

Chris Ross, VP Analyst, Gartner

CMOs are investing heavily in innovation, and yet many struggle to scope, manage, communicate and deliver on innovation expectations. This session provides a framework for shaping the overall approach to marketing-led innovation as well as methods for effectively communicating the value and impact of innovation initiatives.

Tuesday, May 24, 2022 / 03:00 PM - 04:00 PM EDT

Workshop: Glow Up Your Job Descriptions (to Attract Marketing Talent)

Carlos Guerrero, VP, Advisory, Gartner

Gartner research shows that the "great resignation" has been particularly challenging for marketing. As CMOs need to hire critical talent while facing reduced budgets, something as simple as a job description becomes hugely important. However, many organizations still use yesterday's JDs to hire the talent of tomorrow. This interactive workshop will provide practical tips to ensure JDs are differentiated, compelling, and engaging. Participants should bring an editable version of a recent job description.

Tuesday, May 24, 2022 / 03:45 PM - 04:15 PM EDT

The Future of Work Reinvented: Delivering Marketing Success in a Flexible Work Environment

Jay Wilson, VP Analyst, Gartner

Marketers face unique challenges as we move from office-centric to flexible work models. Marketers are highly likely to look for other opportunities if their flexible work expectations aren't met by their employer. Delivering creativity and innovation in remote work environments is challenging. In this session you'll learn how your marketing organization can adapt and thrive in our new reality.

Wednesday, May 25, 2022 / 01:30 PM - 02:00 PM EDT

Engaging Your Employees in the Changing Work Environment

Emmett Fitzpatrick, Director, Advisory, Gartner

Amid change, uncertainty and a reimagining of the workplace, marketing and communication leaders must prioritize managing ongoing change and its likely impact on employees. Join this session to learn how to evaluate your team's level of engagement and design structures and processes to help them navigate current and future changes.

Wednesday, May 25, 2022 / 01:30 PM - 02:15 PM EDT

Roundtable: A Maverick* Discussion (Exclusive to CMO Circle Attendees)

Lizzy Foo Kune, VP Analyst, Gartner

Chris Ross, VP Analyst, Gartner

Michael McCune, Sr Director, Advisory, Gartner

Julie Reeves, Sr Director Analyst, Gartner

Gartner's Maverick* research program is our incubator, designed to help our clients review minority positions. In this highly interactive session, CMOs should come prepared with their own minority position to discuss. Consider an answer to this prompt: "What is one thing your colleagues say, do, or believe that you fundamentally disagree with?" Exclusive to CMO Circle attendees

Wednesday, May 25, 2022 / 02:45 PM - 03:30 PM EDT

Ask the Expert: U.S. Consumers and Culture in 2022: The Very Latest on Key Attitudes and Brand Expectations

Kate Muhl, VP Analyst, Gartner

To succeed, CMOs must have the best intel on the rapidly changing cultural context. In this session, we will leverage Gartner’s proprietary consumer data to answer key questions about U.S. consumers and the culture, such as: How are their expectations for brands changing in the wake of the war in Ukraine? Are consumers feeling “post-pandemic” yet? How are consumers reacting to inflation?

Wednesday, May 25, 2022 / 03:00 PM - 03:30 PM EDT

Building the Marketing Engine to Support Complex Customer Journeys

Michael McCune, Sr Director, Advisory, Gartner

Customer journey orchestration is a common aspiration, but many organizations struggle to develop a consistent process that matures core orchestration capabilities. This session will walk through several case studies designed to help marketers scale the impact of their efforts through better alignment of data, technology and skill sets.

Wednesday, May 25, 2022 / 03:00 PM - 03:45 PM EDT

Roundtable: CMOs Lead Massive Org Change - Insights from Gartner's 2022 Marketing Organization Survey (Exclusive to CMO Circle Attendees)

Sally Witzky, Sr Director, Analyst, Gartner

Join this interactive peer roundtable about the findings of Gartner's 2022 Marketing Organization Survey results, presented more formally in an earlier breakout session. Come prepared to share changes you made to your org structure and why, your talent mix of generalists and specialists, most in-demand team skills hardest to develop, your current centralized vs. decentralized structure and more.

Wednesday, May 25, 2022 / 03:45 PM - 04:30 PM EDT

Peak Strategy — Conquering the Ascent to Effective Marketing Strategy

Chris Ross, VP Analyst, Gartner

Traditional marketing strategy structures and processes can leave dangerous gaps. Effective marketing strategies are built for the dynamic, ever-changing environment while remaining focused on driving the business forward. This session will showcase common strategic gaps and offer recommendations for improving the development of effective marketing strategies.

Insight, data and analytics are propelling us into the next wave of marketing evolution. Marketing leaders have the opportunity to adapt customer data strategy and marketing measurement to future-proof the organization and navigate an increasingly complex data environment. Revisit the basics of data-driven marketing and break into advanced techniques. In this track you will uncover the skills, tools and vision necessary to optimize marketing, inform critical business decisions and differentiate yourself from your competitors.

Monday, May 23, 2022 / 12:00 PM - 12:30 PM EDT

Reality Check! What's Up With Marketing Analytics?

Lizzy Foo Kune, VP Analyst, Gartner

Marketing data is increasingly recognized as enterprise data, and that's changing the game for what organizations can do with the function. Team composition, roles and skills are evolving alongside marketing technology, and yet, the core fundamentals haven't changed all that much. So what's a marketer's to do?

In this session, we'll discuss:
- How the problems marketing analytics teams solve are changing — and staying the same
- How marketing analytics technology is adapting to meet new needs — and staying the same
- How marketers should plan to meet current needs — while also planning for a competitive future state.

Monday, May 23, 2022 / 12:00 PM - 12:45 PM EDT

Ask the Expert: Marketing Metrics

Joseph Enever, Sr Director Analyst, Gartner

Marketing metrics never go out of style, and questions about them don't, either! In this session, we'll address your questions about what marketing metrics to use, how to connect strategy and execution, how to communicate about metrics, and more.

Monday, May 23, 2022 / 01:30 PM - 02:15 PM EDT

Roundtable: Let's Talk About Your Pursuit of a 360-Degree Customer View

Lizzy Foo Kune, VP Analyst, Gartner

Benjamin Bloom, VP Analyst, Gartner

Have you achieved a 360-degree view of your customer? Are you working on it? Do you believe it's a fool's errand? In this session, we'll discuss the progress you're making (or not) in achieving a 360-degree view, what alternatives might exist, and what success might look like.

Monday, May 23, 2022 / 03:00 PM - 03:30 PM EDT

Why No One Uses Your Marketing Dashboards

Matt Wakeman, Sr Director Analyst, Gartner

Most dashboards don't get much use. Some have a "data spaghetti" approach (sharing too many metrics - "if everything is there, then someone can find the metric they want"); others just aren't relevant to their intended users. Attendees will learn a new approach to dashboard design that provides alternatives when a dashboard isn't the right approach, by:
- Talking about Marketing, not about Data
- Visualizing a Decision Flow, not Data
- Designing to Discard

Monday, May 23, 2022 / 03:45 PM - 04:15 PM EDT

Your Marketing Mix Model Isn't Doing Its Three Jobs

Matt Wakeman, Sr Director Analyst, Gartner

Marketing Mix Modeling (MMM) has three jobs in modern marketing :
- Prove Marketing's Value
- Improve Marketing Effectiveness
- Provide Clarity about an Uncertain Future
Learn how MMM can do these jobs - either poorly or well. Attendees will gain access to two metrics that will show skeptics the value of MMM.

Monday, May 23, 2022 / 03:45 PM - 04:30 PM EDT

Roundtable: Beyond the Marketing Analyst — Emerging Roles for Your Analytics Team

Rachel Smith, Assoc Principal Analyst, Gartner

Your marketing analytics team no longer holds an army of analysts. Now, it might include data engineers, data scientists, data interpreters and a host of other titles. In this session, we'll discuss what emerging roles your peers are hiring for, and why.

Tuesday, May 24, 2022 / 12:00 PM - 12:30 PM EDT

Unicorns, Rainbows and Customer 360, Oh My! The Myths and Legends of Unifying Your Customer Data

Benjamin Bloom, VP Analyst, Gartner

Digital marketing leaders hope that a 360-degree view of the customer will unify cross-functional data in their organizations to drive personalization and retention. In reality, just 14% of organizations acheive a 360-degree view, pushing their investment strategies up against insurmountable technical and organizational challenges. In this session you'll learn to:
-Question your assumption that a 360-degree view of the customer is even necessary
-Descope over-ambitious efforts and reclaim resources for more practical investments
-Develop specific and achievable use cases for integrating customer data

Tuesday, May 24, 2022 / 12:00 PM - 12:30 PM EDT

Why Marketing Must Step Up to the AI/ML Customer Data Oversight Table

Mike McGuire, VP Analyst, Gartner

Customer data fuels our marketing strategies and tactics. While we still struggle with acquiring and activating customer data to achieve a 360-degree view of the customer, we’ve got to remember our role as voice of the customer. Marketing leaders must be active participants in fostering and enforcing moral and ethical guardrails around the use of AI on customer data.

Tuesday, May 24, 2022 / 01:30 PM - 02:00 PM EDT

Brand vs. Performance Marketing SmackDown: Measure Both Tactics to See Which Ends Up on Top

Rachel Smith, Assoc Principal Analyst, Gartner

Advertising is a significant investment expected to yield returns, but many marketers struggle to differentiate the measurement approaches and methods best suited to gauge brand advertising's impacts versus those of performance marketing campaigns.

You will learn:
1. How to measure brand advertising's impact on your customers and your business
2. How to measure performance marketing's impact on your customers and your business
3. How to make sense of both tactics together to prove the value of marketing and advertising to the organization

Tuesday, May 24, 2022 / 03:00 PM - 03:30 PM EDT

Turbocharge Your Marketing Analytics With One Simple Formula

Jason McNellis, Sr Director Analyst, Gartner

Issues with trust, execution, strategy and agility all contribute to the subpar marketing analytics, an issue that 54% of senior marketing leaders report to Gartner. How can marketing leaders address these challenges? Attend this session to learn one formula to raise the adoption and impact of marketing analytics. Plus, you can use this formula to advance your goal setting and management of the function.

Tuesday, May 24, 2022 / 03:45 PM - 04:15 PM EDT

Emerging Market Alert: The New Young Adult Consumer

Kate Muhl, VP Analyst, Gartner

Gen Z has redefined the 20-something or “young adult” life stage. But too many marketing leaders are using a playbook built to reach Millennials. In this session, and based on Gartner’s proprietary quantitative and qualitative consumer research, you will learn what’s evergreen about being a young adult, and what’s changed and how to update near- and long-term strategies to succeed with Gen Z.

Customer experience (CX) is defined as the customer’s perceptions and related feelings caused by the one-off and cumulative effects of interactions with a supplier’s employees, systems, channels or products. While CX is expansive, what companies do to succeed in CX requires a narrow and specific focus. You can’t improve every touchpoint, so you must start by understanding the end-toend journey of key customers, the ideal state for the customer and the gaps you must resolve. Discover what capabilities, cultural changes and processes marketing and CX leaders need to adopt to move from saying CX is important to doing CX.

Monday, May 23, 2022 / 11:00 AM - 11:45 AM EDT

Gartner Opening Keynote: Marketing’s Big Shift: Unleash Your Superpowers to Accelerate Value

Michael McCune, Sr Director, Advisory, Gartner

Dean Vitté, Director, Advisory, Gartner

Kristina LaRocca-Cerrone, Sr Director, Advisory, Gartner

Marketing and Communications teams have seen increasingly complex customer journeys and changing talent dynamics, plus organization-wide reorientation around digital-first customer strategy. As functional boundaries continue to blur, shadow functions emerge and customer data and technology disperses across the enterprise, leaders are finding it harder to show their value. Join us, and learn how to challenge conventional wisdom about what your team must own – and what you should defer – and how to prioritize the right capabilities, operations, and investments to unlock digital growth and demonstrate your impact on the business.

Monday, May 23, 2022 / 12:00 PM - 12:30 PM EDT

Move Your Voice of Customer Conversations From Platitudes to Performance Standards

Chad Storlie, Sr Director Analyst, Gartner

Organizations that clearly define customer expectations for customer facing processes take a critical step to elevate their delivered customer experience. When the customer’s standards of performance at key touchpoints are integrated into the employee experience, it delivers long-term customer and organizational success through retention, growth, and advocacy.

Monday, May 23, 2022 / 01:30 PM - 02:00 PM EDT

Do Corporate Social Justice Initiatives Drive Customer Acquisition?

Augie Ray, VP Analyst, Gartner

We've been told we're entering a world of corporate social justice where brands must take stands to meet customer expectations. But a special Gartner research project found that many social justice initiatives are as likely to drive boycotts as "buycotts." We'll explore the risks, opportunities, and activities that help marketing leaders to steer their brands through contentious issues in difficult times.

Monday, May 23, 2022 / 03:00 PM - 03:30 PM EDT

Engage Employees to Close Your Culture's Customer Experience "Say-Do" Gap

Leah Leachman, Director Analyst, Gartner

Many organizations strive for customer obsession, but a verbal commitment to CX will and often does stay a verbal commitment at many organizations. During this session, you will learn the characteristics of companies and their leadership that create superior CX and what you can do to close or prevent the "say-do" gap.

Monday, May 23, 2022 / 03:45 PM - 04:15 PM EDT

Win the Moments That Matter: Connect Your Brand Story to Customer Experience

Nicole Greene, Sr Director Analyst, Gartner

Content fuels multichannel success as marketers increase their focus on delivering personalized experiences and mapping digital messages to audience preferences. But how do marketers create content that consumers find valuable throughout the customer journey? You’ll learn how to build targeted narratives that complement your brand story and use them to more directly address customer needs and situations.

Tuesday, May 24, 2022 / 12:00 PM - 12:30 PM EDT

Three Key Trends in Where Next for Customer Experience

Don Scheibenreif, Distinguished VP Analyst, Gartner

Technology continues to change the way customers engage with the organizations they do business with. But what is coming next? This session presents Gartner's view of three trends most relevant to engaging customers, their impact on customer experience and what you can do as a Marketing leader to help your organization take advantage of these trends for growth.

Tuesday, May 24, 2022 / 01:30 PM - 02:00 PM EDT

Adapt to Evolving Consumer Expectations in Healthcare Marketing

Tim Barlow, Director Analyst, Gartner

While the healthcare industry now focuses on recovery and compliance, marketers are challenged by a legacy approach to servicing the patient that is no longer viable. This session will provide an understanding of the evolved patient journey, as well as tools to assess patient resources to give attendees the necessary tools to engage and empower today's consumers throughout their patient journey.

Tuesday, May 24, 2022 / 02:45 PM - 03:30 PM EDT

Ask the Expert: Best Practices to Build Effective CX Programs

Chad Storlie, Sr Director Analyst, Gartner

Customer experience leaders struggle to deliver improved customer facing results through CX initiatives due to ineffective and ad hoc governance structures. Join this Ask the Expert and get answers to questions like:
- What CX governance structure can help promote consistent execution?
- How can we ensure successful on-time initiatives that improve CX?
- How can we get our organization strategically aligned on CX objectives and priorities?

Tuesday, May 24, 2022 / 03:00 PM - 03:30 PM EDT

Build Brand Partnerships for Better Customer Experience and Growth

Leah Leachman, Director Analyst, Gartner

The world events of 2020-2021 have uncovered gaps, and in some cases opportunities, in the customer journey for many brands. An overlooked strategy to both bridge the those gaps and to uncover opportunities, is to engage in brand partnerships. During this session you will learn how to scope and develop a brand partnership strategy that drives customer loyalty and advocacy.

Tuesday, May 24, 2022 / 03:45 PM - 04:15 PM EDT

Signature Series: What Works in Customer Experience: Insights From Gartner's 2021 CX Management Survey

Augie Ray, VP Analyst, Gartner

Gartner surveyed hundreds of CX leaders at the end of 2021 and uncovered the practices most associated with CX success. Learn which tools, practices, and metrics are used by the CX programs that most improve customer satisfaction, loyalty, and advocacy. We'll share insights on the role of the voice of the customer, personas, journey maps, and ROI approaches to your CX results.

Tuesday, May 24, 2022 / 03:45 PM - 04:30 PM EDT

Ask the Expert: Customer Journey Mapping Fundamentals

Leah Leachman, Director Analyst, Gartner

Effective journey maps can uncover pivotal moments that help you retain, grow, and turn customers into loyal advocates. During this session we will focus on questions such as: What is the right order of operations?
What are common missteps?
What are key inputs for developing customer journey maps that will lead to increased empathy, customer understanding and action?

Wednesday, May 25, 2022 / 01:30 PM - 02:15 PM EDT

Ask the Expert: Making Virtual Healthcare Appealing to Patients and Impactful for Providers

Tim Barlow, Director Analyst, Gartner

While virtual care use has plateaued, integration into the patient experience has been inconsistent. During this session, we will discuss questions such as: What are the marketing challenges associated with the accelerated utilization? How are CMOs accounting for the associated shifts in the marketing environment? What are the strategic adjustments needed today and considered for the longer term?

Wednesday, May 25, 2022 / 03:00 PM - 03:45 PM EDT

Ask the Expert: U.S. Consumer Sentiment on the Economy and Personal Finances

Derek Stubbs, Sr Director Analyst, Gartner

The pandemic has had uneven impact on American consumers’ wallets and mindsets. Longstanding perceptions about personal finance, the American economy, and saving and spending are upended across income levels. Join Gartner's consumer insights financial services expert to discuss:
- How has personal finance changed?
- How can we message effectively through economic polarization?
- How can we sync our brand value to consumer sentiment?

Best-in-class digital marketers drive business growth through coordinated customer engagements that span a growing array of touchpoints. But channel shifts exacerbated by the early stages of the pandemic show no signs of settling down. To orchestrate marketing’s role in supporting the customer journey, multichannel orchestration — and the skill sets, processes, content and tools that deliver it — must become a strategic priority. More than ever, this will mean effective cross-functional collaboration. Learn how to effectively manage touchpoints — online and offline — and improve journey orchestration to deliver your business goals.

Monday, May 23, 2022 / 12:00 PM - 12:30 PM EDT

Size the Opportunity for Digital Journey Orchestration

Joseph Enever, Sr Director Analyst, Gartner

Marketing leaders struggle to gain consensus on and size the broad scope of opportunity presented by experience orchestration. Learn how to approach identifying where potential exists, and how much value orchestration tactics can bring. During this session we will cover:
1. Why should I size the Opportunity of Customer Journeys?
2. How do I Assess The Landscape of Customer Touchpoints?
3. How do I Create a Size of Opportunity Model?

Monday, May 23, 2022 / 01:30 PM - 02:00 PM EDT

Digital Empowerment: A Customer-Obsessed Digital Experience Framework

Alex De Fursac Gash, Sr Director Analyst, Gartner

Despite a flurry of digital investment in recent years, most customers do not perceive the digital experiences to be impactful. Gartner developed a "digital empowerment" framework to help brands’ design more impactful digital experiences. In this session you will learn how to:
• Better understand the drivers of effective customer engagement
• Apply Gartner’s framework to help design more resonant and impactful customer experiences

Monday, May 23, 2022 / 01:30 PM - 02:15 PM EDT

Ask the Expert: How to Apply Gartner's Media Strategy Playbook

Andrew Frank, Distinguished VP Analyst, Gartner

Nicole Greene, Sr Director Analyst, Gartner

The Media Strategy Playbook provides a flexible framework for media planning without a lot of data and math. The session will give participants the opportunity to explore how to apply it to their markets and situations while learning from peers and sampling examples.
- What is the playbook and how is it used?
- What are some examples of key plays you should be considering?
- How does the playbook deal with gaps in data collection and unstable markets?

Monday, May 23, 2022 / 03:45 PM - 04:15 PM EDT

What Customers Really Think of Your Customer Journey Orchestration

Kristina LaRocca-Cerrone, Sr Director, Advisory, Gartner

Brands are using event-triggered, omnichannel messages to orchestrate customer journeys and drive conversion. However, today's increasingly complex journeys have increased buyer remorse and exposed typical approaches to next best action. See this session to:
- Understand new complexity in customer journeys
- Uncover under-appreciated opportunities for loyalty within the journey

Monday, May 23, 2022 / 03:45 PM - 04:15 PM EDT

The Frontiers of Influence: Assessing the Impact of Emotion and Generative AI with Real Examples

Andrew Frank, Distinguished VP Analyst, Gartner

Gartner predicts that AI identification of emotions will soon influence more than half of online ads and that a significant share of outbound marketing messages from large organizations will be synthetically generated. You need a sense of how practical these approaches are, their benefits and risks, and how best to exploit their transformative potential. We'll take lessons from both positive and negative use cases.

Tuesday, May 24, 2022 / 12:00 PM - 12:30 PM EDT

Plan for Agility: Adapt Your Content Strategy to Deliver Results

Nicole Greene, Sr Director Analyst, Gartner

From pandemics and civil unrest to trends and rapidly shifting lifestyles, these factors spark industry-disrupting changes in ways that demand agility on every level. To keep pace and satisfy customer expectations, content marketing teams must be flexible enough to shift their strategy. Learn how to define your brand’s voice and where it stands on key issues and establish an agile work style with a journalistic cadence.

Tuesday, May 24, 2022 / 12:00 PM - 12:45 PM EDT

Ask the Expert: Email Marketing 101: Audience-Centric Campaigns, Market Trends and Life Beyond Open Rates

Matt Moorut, Director Analyst, Gartner

Evan Bakker, Sr Principal, Research, Gartner

In this interactive session, audiences will learn the answers to the most-common questions that Gartner receives on the topic of email marketing.
We will give guidance on the typical path towards sending audience-centric campaigns, advice on finding the 'right' level of campaigns to send, share a high-level view of vendor trends and provide a checklist for email marketing without open rates.

Tuesday, May 24, 2022 / 12:00 PM - 12:45 PM EDT

Ask the Expert: Strategies and Trends Within the Consumer Packaged Goods Industry

Noam Dorros, Director Analyst, Gartner

Industry expertise offered for the consumer packaged goods industry.

Tuesday, May 24, 2022 / 01:30 PM - 02:00 PM EDT

Engaging With Your Audience via Emerging Digital Marketing Channels

Matt Moorut, Director Analyst, Gartner

In the past few years, TikTok, livestreaming, NFTs and now the metaverse have emerged as new channels marketers can leverage to reach their audiences.
This session will help you define when it's right for your organisation to get test new channels - and when it isn't - giving examples from brands along the way.

Tuesday, May 24, 2022 / 01:30 PM - 02:15 PM EDT

Ask The Expert: Congrats! The CMO's Role as President of the In-House Marketing Agency

Sally Witzky, Sr Director, Analyst, Gartner

Chris Ross, VP Analyst, Gartner

CMOs have been dabbling with in-house creative and content agencies for years to gain speed and efficiency over outsourcing. In fact, 29% of work carried out by agencies has moved in-house in the last 12 months. The capability includes strategy, innovation and media. In this session, you can ask the expert about this new responsibility and how CMOs can best lead a business within the business as the lead agency.

Tuesday, May 24, 2022 / 02:45 PM - 03:30 PM EDT

Roundtable: Social Media Tactics That Drive B2B Purchases

Halle Feuerman, Sr Principal Analyst, Gartner

B2B buyers are using social media, now more than ever, to gather information that informs purchasing decisions and engage with suppliers. In this session, you will have the opportunity to learn from your peers about the different channels they leverage, the content they produce and the unique tactics that have driven B2B purchase.

Tuesday, May 24, 2022 / 02:45 PM - 04:30 PM EDT

Research Discussion: Orchestrating Complex Customer Journeys

Michael McCune, Sr Director, Advisory, Gartner

Kristina LaRocca-Cerrone, Sr Director, Advisory, Gartner

The increased sophistication of omnichannel marketing capabilities has led brands to prioritize the ability to sense and immediately respond to prospects. But as customers experience more complex journeys, brands need to grapple with increased buyer reticence. Join this interactive session to discuss new research on how to use orchestration capabilities to design the journeys customers want.

Tuesday, May 24, 2022 / 03:00 PM - 03:30 PM EDT

Digital IQ Theater: Learn From Genius Industrial and Chemical Brands

Rick LaFond, Director Analyst, Gartner

Join us for a preview of the key findings from Gartner's Industrials and Chemicals Digital IQ 2022 report, benchmarking the digital marketing performance of industry brands on website, digital marketing, social media and path to purchase. During this session, we will reveal the top performing brands within the industry, review best practices from these genius brands, as well as highlight other digital marketing trends.

Wednesday, May 25, 2022 / 12:00 PM - 12:30 PM EDT

Signature Series: In the Company of Genius

Chris Beland, VP Analyst, Gartner

Gartner’s Digital IQ studies analyze thousands of data points across each brand’s digital footprint to identify the best-of-the-best in each industry, the Genius brands. While each industry has unique competitive and operational characteristics, there are attributes that Genius brands have in common. Learn from the best as we highlight the commonalities to help build and apply these practices to your brands.

Wednesday, May 25, 2022 / 02:15 PM - 02:45 PM EDT

What B2B Companies Can Learn From Retail Website Best Practices

Matt Moorut, Director Analyst, Gartner

This session will showcase the latest trends among retailers' mobile sites, highlighting learnings for marketing leaders in B2B companies.
We will discuss best-practice execution seen by digital leaders in the retail industry and give the reasons why functionalities are useful to give inspiration for areas of innovation.

Wednesday, May 25, 2022 / 02:15 PM - 02:45 PM EDT

How Best-In-Class Personalization Drives Digital Commerce

Alex De Fursac Gash, Sr Director Analyst, Gartner

Gartner’s latest research reveals that one approach to personalization remains particularly effective. Marketers who build "tailored help" achieve higher impact results. In this session, you will learn:
- The commercial potential of “tailored help,” alongside real-world examples
- A framework for operationalizing "tailored help"
- Some specific evolutions to prepare for in terms of customer attitudes to personalization

Wednesday, May 25, 2022 / 03:00 PM - 03:30 PM EDT

Consumer Packaged Goods Digital IQ Preview: Topics, Trends and Strategies

Noam Dorros, Director Analyst, Gartner

This session will focus on major takeaways from the 2022 Consumer Packaged Goods Digital IQ Preview Publication, pinpointing top themes and trends from three or four main digital marketing channels (Site, Digital Advertising, Social, Path to Purchase).

Wednesday, May 25, 2022 / 03:45 PM - 04:15 PM EDT

Search Benchmarks: Lessons From Leading Brands in SEO and Paid Search

Noam Dorros, Director Analyst, Gartner

This session will answer what lessons can be learned from leading brands in search. The answer is to align spend and content investments with consumer intentions across the purchase funnel. The implication for marketers is that they can further drive brand awareness and conversion by matching consumer needs at key points in the purchase process. The recommendations for action steps are to promote relevant site content and products with text ad and shopping ad spend. In this session, you'll learn 1) who are the leading brands; 2) what are their strategies; and 3) what can you take away for your own campaigns

Wednesday, May 25, 2022 / 03:45 PM - 04:15 PM EDT

Building a Genius Personalization Function: Team, Tech and Touchpoints

Jason McNellis, Sr Director Analyst, Gartner

The pace of digital transformation over the last two years has been exhausting. Have your personalization tactics kept you in the race? Leveraging Gartner’s 2021 personalization survey, digital benchmarks and TalentNeuron data this session will:
-- Demonstrate digital personalization of genius brands
-- Identify modern personalization hiring practices
-- Refocus your personalization strategy on people, not data

Wednesday, May 25, 2022 / 03:45 PM - 04:15 PM EDT

Plan for the Future of Digital Advertising

Andrew Frank, Distinguished VP Analyst, Gartner

Browser cookie deprecation and new privacy laws and features in iOS and Android are decimating digital advertising’s data foundation. With no clear cookie replacement in sight, a planning framework is essential. This session covers:
* What are the likely scenarios for cookie replacements
* How do they impact marketers differently
* What should marketers be doing to prepare

Marketing leaders increasingly find themselves on the back foot, pressured to support commercial growth goals while their budgets are declining. With other functional leaders looking to seize larger roles in defining how the organization engages with prospects and customers, slow-reacting marketing leaders run the risk of ceding influence. Explore how you can proactively define (and protect) marketing’s role in driving commercial growth through sales channels, including owned and third-party digital commerce, and through partnership with direct and indirect sales teams.

Monday, May 23, 2022 / 12:00 PM - 12:45 PM EDT

Ask the Expert: Marketing's Role in Creating the Digital Commerce Organization of the Future

Ant Duffin, Sr Director Analyst, Gartner

Gartner's 2021 digital commerce survey reported that 86% of leaders reported that digital commerce will be the most important sales in next two years. And the majority of leaders cited that they need to evolve their business capabilities to deliver tangible results. Join this Ask the Expert and ask your questions like:
- How can CMO's take a leadership role in digital commerce?
- How should CMO's drive partnership with the C-suite to execute on digital commerce initiatives?
- How can marketing demonstrate tangible digital commerce results?

Monday, May 23, 2022 / 01:30 PM - 02:00 PM EDT

Three Steps to Grow Third-Party Digital Commerce

Ant Duffin, Sr Director Analyst, Gartner

49% of marketing leaders reported that third-party retailers and distributors will be part of their digital commerce strategy. CMO's need to lead the way in defining the third-party digital commerce strategy turning that into impactful execution with third-party sales partners. The session will set out third-party digital commerce strategy and execution underpinned by four key building blocks to drive best practice and growth.

Monday, May 23, 2022 / 01:30 PM - 02:00 PM EDT

The Fundamentals of Marketing and Sales Alignment

Jeffrey L. Cohen, Director Analyst, Gartner

CMOs and their sales counterparts have different priorities and focus on distinct results in the revenue life cycle. The Aberdeen Group found that aligned organizations achieved 32% year-over-year revenue growth. With this in mind, leaders must collaborate on an ongoing basis to meet or exceed revenue goals. You’ll learn: collaborative activities, specific tasks of each leader, indicators of alignment.

Monday, May 23, 2022 / 01:30 PM - 02:15 PM EDT

Roundtable: Maximizing Channel Partner Relationships

Rick LaFond, Director Analyst, Gartner

Channel or distribution partners are an essential resource for organizations to meet commercial growth objectives, with 65% of CMOs expecting to increase their partner marketing investments. Join this session to learn how your peers are optimizing their approach to key channel partner management capabilities, including sales enablement, digital marketing enablement and performance measurement.

Monday, May 23, 2022 / 03:00 PM - 03:30 PM EDT

Why Increasing Digital Commerce Maturity Is the Path to Growth and Resilience

Ant Duffin, Sr Director Analyst, Gartner

Organizations with advanced digital commerce maturity levels were 32% more likely to exceed their performance goals in comparison to organizations with lower maturity. The breakout session will introduce Gartner's five digital commerce pillars and maturity model providing CMO's with a comprehensive guide how to increase maturity supported by key findings from Gartner's 2021 digital commerce survey.

Tuesday, May 24, 2022 / 12:00 PM - 01:45 PM EDT

Research Discussion: Getting the Most Out of Our Personalization and Digital Commerce Investments

Alex De Fursac Gash, Sr Director Analyst, Gartner

Ant Duffin, Sr Director Analyst, Gartner

Michael Giblin, Sr Principal, Research, Gartner

In recent years, Gartner research has revealed how CMOs are investing a growing proportion of marketing budgets on personalization and digital commerce. However, Gartner has also learned that only a very specific approach will generate the desired returns. In this facilitated discussion with peers, you will:
- Learn Gartner’s latest insights and best practices
- Discuss what these ideas mean for you and your business
- Explore new ideas and actionable next steps

Tuesday, May 24, 2022 / 01:30 PM - 02:00 PM EDT

Recalibrating Customer Engagement for the Digital-First B2B Buyer

Rick LaFond, Director Analyst, Gartner

B2B buyers are rapidly embracing digital ways of working and buying, at the cost of deeper deliberation and consensus creation. Join this session to gain an up-to-date picture of B2B buying behaviors, and to learn how to adjust marketing and sales enablement strategies, accordingly.

Tuesday, May 24, 2022 / 01:30 PM - 02:15 PM EDT

Ask the Expert: How Marketing Can Lead Commercial Collaboration to Accelerate Revenue

Amy Abatangle, Sr Director Analyst, Gartner

Changing buyer dynamics are forcing organizations to reinvent commercial approaches, leading to new operating models for revenue-generating functions. In this session, we will answer your questions about marketing’s role in aligning go-to-market strategies and execution beyond organizational boundaries to build empathy and orchestrate engagement across the customer journey.

Tuesday, May 24, 2022 / 03:45 PM - 04:15 PM EDT

How to Create Actionable Customer Buying Journey Maps to Improve B2B Customer Acquisition

Halle Feuerman, Sr Principal Analyst, Gartner

Gartner research shows that organizations that “make buying easy” are 62% more likely to win a high-quality sale. In this session you will learn about the process of building best practice buying journey maps that deliver results for both sales and marketing and how to use buying journey maps as tools to help both functions meet their commercial objectives.

Wednesday, May 25, 2022 / 12:00 PM - 12:30 PM EDT

Brand Strategies for the Attention Economy

Kyle Rees, Sr Director Analyst, Gartner

Keeping your customer's attention is hard. Aggregator and comparison websites are growing share of internet traffic and engagement. Online marketplaces simplify the discovery and procurement of products and services from a wide array of suppliers. And new, digital-first businesses continue to disrupt. In this session, tap into Gartner's industry marketing insights and digital benchmarks to learn how smart brands respond.

Wednesday, May 25, 2022 / 12:00 PM - 12:45 PM EDT

Roundtable: Developing Highly Effective ABM Engagement Strategies

Halle Feuerman, Sr Principal Analyst, Gartner

Account engagement is a critical component of an effective account-based marketing (ABM) program. During this session, which is intended for marketing leaders who have started to pilot or have fully adopted ABM, attendees will be able to learn what account engagement strategies and tactics have been effective for other organizations.

Wednesday, May 25, 2022 / 01:30 PM - 02:00 PM EDT

Why Should You Care About Unified Commerce but Not Omnichannel Commerce?

Sandy Shen, VP Analyst, Gartner

Organizations have been focusing on delivering omnichannel commerce yet the customer experience is disconnected between tasks and journeys. This session explains the difference between unified and omnichannel commerce, and advises organizations on CX design, organizational design and enablement to achieve unified commerce for better customer satisfaction and retention.

Marketing leaders are in a unique position to direct and influence their enterprise through digital transformation. Improve the agility of your martech ecosystem and ensure it meets your strategic goals. Break through siloed teams’ walls and increase your technology partnership across the enterprise to avoid redundant investments. Pressure-test your use cases for your martech investments and roadmap against emerging trends. Learn how to prove the value of your technology investments, navigate the martech landscape and support your marketing strategy.

Monday, May 23, 2022 / 12:00 PM - 12:30 PM EDT

Magic Quadrant for Content Marketing Platforms

Jeffrey L. Cohen, Director Analyst, Gartner

Content Marketing Platforms (CMPs) help create, manage and measure content success. They are part of a rapidly evolving content operations landscape that fuels personalization and customer experience efforts. From supporting atomic content efforts to the use of operational and creative AI, CMPs are adapting to meet the needs of organizations looking to accelerate growth.

Monday, May 23, 2022 / 01:30 PM - 02:00 PM EDT

Driving Successful Adoption of B2B Marketing Automation Platforms

Jeff Goldberg, Sr Director Analyst, Gartner

Only 29% of surveyed B2B marketing leaders who indicated use of a B2B marketing automation platform characterized their utilization of their solution as high, corresponding to 67% to 100% use of available functionality. Join this session to learn how to successfully adopt the functionalities offered by B2B marketing automation platform solutions.

Monday, May 23, 2022 / 02:45 PM - 03:30 PM EDT

Ask the Expert: You’ve Got a Product Champion – Now What? Create a Martech Global Council

Tia Smart, Assoc Principal Analyst, Gartner

Martech utilization is low among marketers, and the need to prove ROI on the costliest part of a budget is a strain on marketers. You’ve learned about the product champion, but now it’s time to put them to work. In this session, we revisit who the product champion is and how to form your martech global council to increase martech utilization and visibility across the enterprise.

Monday, May 23, 2022 / 03:00 PM - 03:30 PM EDT

How to Select Between a “Best of Breed” or “Integrated Suite” Approach for Your Martech Stack

Jeff Goldberg, Sr Director Analyst, Gartner

What should an organization do if there are aspects of different solutions that are tugging at that executive to decide on a “best of breed” versus an “integrated suite"? How does one simplify a process where ambivalence and even confusion end up complexifying internal discussion around what might be best? This presentation will help guide one through some of the considerations that might be unique for an organization “on the proverbial fence.”

Monday, May 23, 2022 / 03:45 PM - 04:30 PM EDT

Ask The Expert: Tap Operational Martech as Your Power Strip and Surge Protector

Sally Witzky, Sr Director, Analyst, Gartner

CMOs have invested in their martech stacks yet operational and organizational problems remain which aren't solved by digital experience tech. Operational martech is a gaping hole in the stack yet purpose-built for those challenges. In this session, the expert will discuss and answer your questions about how to use operational martech to power an effective marketing organization and protect it from workload surges.

Tuesday, May 24, 2022 / 12:00 PM - 12:45 PM EDT

Ask the Expert: How to Choose Your Best B2B CRM Vendor

Ilona Hansen, VP Analyst, Gartner

Marketers in B2B organizations might have questions to how to select the best CRM application due to high complexities associated, but also due to a rapidly evolving market and diverse stakeholder objectives. In this session you have the possibility to ask our expert — Ilona Hansen — about CRM evaluation processes. And how to ensure structure, transparency, but also efficiency.

Tuesday, May 24, 2022 / 01:30 PM - 02:00 PM EDT

The Best of Times, the Worst of Times, Where CDPs Stand in 2022

Benjamin Bloom, VP Analyst, Gartner

CDPs are seen by many as the promised technology to solve customer data issues yet demand across the enterprise for customer data is pushing many CDP projects past the intended uses of their platforms. In this session you'll learn:
-How to decode vendor promises around customer data platforms?
-When to leverage customer profile management capabilities found in other technologies?
-How to formulate achievable CDP use cases and select the appropriate vendor to match?
-When to say no to cross-functional teams seeking to bend your CDP RFP?

Tuesday, May 24, 2022 / 01:30 PM - 02:15 PM EDT

Ask the Expert: About Multichannel Marketing in 2022

Mike McGuire, VP Analyst, Gartner

Multichannel marketing hubs (MMHs) help marketers orchestrate communications and offers to customer segments across a multichannel environment. The continuing evolution of this market brings a deepening level of customer understanding and advancing criteria demands to meet both marketer and customer needs. You'll learn:
• Mission-critical MMH capabilities
• Market trends/forces shaping the MMH market
• Best practices for finding a MMH to meet your needs

Tuesday, May 24, 2022 / 03:45 PM - 04:15 PM EDT

Build Pragmatic Martech Measurement Plans That Drive Clear Outcomes on Investments.

Joseph Enever, Sr Director Analyst, Gartner

Gartner's recent CMO spend survey shows an increase in martech investment at more than 26%, among shrinking budgets. A universal challenge exists for marketing teams in not only understanding how martech delivers business outcomes, but also how to approach measuring and reporting on impact. This session breaks down the critical elements of martech measurement across capabilities, operations, performance and efficiency.

Wednesday, May 25, 2022 / 12:00 PM - 12:30 PM EDT

Magic Quadrant for B2B Marketing Automation Platforms

Jeffrey L. Cohen, Director Analyst, Gartner

B2B marketing automation platforms (MAPs) support lead generation, lead management, lead scoring and lead nurturing activities across multiple marketing channels. The continuing evolution of this market requires a deepening level of customer understanding and brings advancing criteria demands to meet both marketer and customer needs. You'll learn:

• Mission-critical B2B MAP capabilities
• Details of Gartner's 2021 Magic Quadrant for B2B Marketing Automation Platforms
• Best practices for finding a B2B MAP to meet your needs

Wednesday, May 25, 2022 / 01:30 PM - 02:00 PM EDT

Demystify Your Martech Deals

Tia Smart, Assoc Principal Analyst, Gartner

Marketers must prove the value of their martech investments while staying up to date on emerging technologies that may accelerate their customer’s digital behaviors. Understanding the cost drivers behind an upcoming purchase will place you in a better position. In this session, we will evaluate common key cost drivers behind martech deals and discuss negotiation tactics to leverage in your favor.

Wednesday, May 25, 2022 / 02:15 PM - 02:45 PM EDT

Who's Afraid of AI? Gauging Consumer Readiness for AI Assistance

Michael McCune, Sr Director, Advisory, Gartner

AI is already here, but it is unevenly distributed. When should you deploy your next use case and with whom? Are you testing with a ready and receptive segment, or forcing what is feasible on those who won't welcome it? In this session, you will learn:
- How trust relates to access and use of personal information
- How generations differ in their perceptions about AI
- How to integrate consumer readiness in your AI experimentation

Wednesday, May 25, 2022 / 03:00 PM - 03:30 PM EDT

B2B Sales Is a Team Play: Select Your Best CRM Tools for Success

Ilona Hansen, VP Analyst, Gartner

Marketers are responsible for generating demand. But also, working with sales on lead conversion comes with the responsibility for technology investments, ideally spanning across the two teams. Embedded AI technologies play an important role in the CRM strategy and this session shares how to best approach the selection of CRM marketing, and also sales tools, allowing for a consistent working together of marketing and sales teams.

As the dust settles after a season of disruptive change, many organizations are focusing on what they truly are. Leveraging shifts across culture, talent and supply chain opens doors to new opportunities in expressing truth and meaning to internal and external stakeholders alike, both of whom are becoming more influential in brand and organizational success. Learn how to architect and activate your communications strategy across a diverse spectrum of employees, business partners, shareholders and customers, and drive valuable progress toward measurable enterprise and reputation outcomes.

Monday, May 23, 2022 / 12:00 PM - 12:30 PM EDT

Communications' Critical Role in Achieving Organizational Net-Zero Goals

Florence Mann, Sr Specialist, Advisory, Gartner

Following COP26, CEOs are facing the challenge of transforming their priorities to fit in with the global green agenda. How will they become a company that can drive net-zero goals? Here communicators play a pivotal role. In this session, you will understand how to change employee behaviour to align with a new social impact strategy, how to overcome cultural tensions that arise from it and how to engage executives to drive the change.

Monday, May 23, 2022 / 12:00 PM - 12:45 PM EDT

Ask the Expert: Keys to Building Community on Social Media

Amber Boyes, Director Analyst, Gartner

Claudia Ratterman, Director Analyst, Gartner

Are you leveraging social media’s full potential in driving community? Ever wonder how certain brands create a sense of belonging among their customers? In this session, you can ask the expert what organizations who draw cult-like followings do differently on social media. Attendees will learn about cultural and generational nuances that can be put into practice when shaping community-building efforts on social media.

Monday, May 23, 2022 / 03:00 PM - 03:30 PM EDT

Building a Crisis Communications Capability

Dorian Cundick, VP, Advisory, Gartner

Organizations are facing unrelenting crises, from the pandemic and geopolitical flashpoints to the increased prevalence of environmental disasters, cybercrime and stakeholder activism. Reflecting on lessons learned, Communications and Marketing leaders are assessing how to update their crisis management approach to prepare for future crises.
Join us to learn about:
• The changing crisis landscape
• How to build a crisis communications capability within your organization

Monday, May 23, 2022 / 03:45 PM - 04:15 PM EDT

CMO Story: How Can We Do It Better? The Story Behind Parson’s Quest Mark Brand Refresh.

Alexandra Earl, Sr Director, Advisory, Gartner

In an increasingly fickle society, where loyalty is hard to earn and maintain, how do you differentiate your brand from your competitors? How can you win over investors, customers, candidates and the public? As one of Gartner Communications Awards Finalists for 2021, join this session to learn about Parson’s three-pronged approach to refreshing their brand.

Tuesday, May 24, 2022 / 12:00 PM - 12:30 PM EDT

PR’s Evolving Role in a Fragmented Reality

Amber Boyes, Director Analyst, Gartner

Despite the constant change, PR’s ability to create narratives and drive engagements that deliver on brand purpose has never been stronger. Learn how the most innovative communicators are balancing traditional PR approaches and new ways of shaping reputation. In this session, you’ll learn frameworks for using earned-first ideas to drive effective communications and how to capture stakeholder attention directly, despite constant competition.

Tuesday, May 24, 2022 / 03:00 PM - 03:30 PM EDT

If Measurement Is Murder, Make It a Mystery

Brianna Lux, Director, Advisory, Gartner

Measuring the business and behavioral impact of communications is a challenge for even the most advanced communicators. In this session, we’ll show you how the same methods and ways of thinking that detectives use to investigate crime — fictional and real — can help you solve measurement mysteries. Put on your deerstalker hat and bring your pipe, because we’ll ask you to sleuth along with us as we go.

Tuesday, May 24, 2022 / 03:45 PM - 04:30 PM EDT

Roundtable: Which Enterprise Communications Crises Should Communications Leaders Be Preparing For?

Patryck Allen, Sr Director, Advisory, Gartner

Our increased use of technology introduces risks of failure, misuse, or even worse, sabotage; such as deepfake attacks. In this roundtable discussion with your peers, you will discuss and learn about:
- The key risks facing organizations in 2022 and beyond.
- What organizations are doing to manage (or prevent) future crises.
- How communications teams are collaborating with other functions to manage risks and crises.

Wednesday, May 25, 2022 / 12:00 PM - 12:30 PM EDT

Three Reimagined Roles to Help Your Team Thrive

Iliyana Hadjistoyanova, Director, Advisory, Gartner

If you’re like many communicators, you’re dealing with pressures and inefficiencies that have you eyeing your organization chart and thinking hard about scrapping it all and going back to the drawing board. But before you do, you’ll want to consider three reimagined roles that progressive teams are employing to tighten their coordination, eliminate headaches, and create greater impact as a team.
Join us to learn about:
• Three reimagined roles that can change your world for the better
• Best practice examples of how other Comms teams are using them

Wednesday, May 25, 2022 / 12:00 PM - 12:45 PM EDT

Ask The Expert: How Do I Effectively Socialize Brand Strategy Across the Entire Organization?

Julie Reeves, Sr Director Analyst, Gartner

Carlos Guerrero, VP, Advisory, Gartner

Brand strategy continues to be listed as a critical priority across various Gartner CMO surveys. However, outside the walls of marketing, brand is often perceived as "the logo and the colors," leading to mixed brand strategy execution. CMOs must secure C-level commitment to brand and engage all employees to embrace brand in their day-to-day. This session will provide actionable ideas to help marketing leaders to do both in a scalable way.

Wednesday, May 25, 2022 / 12:00 PM - 12:45 PM EDT

Roundtable: Ready to be a Change Agent? Start by learning from the best

Alexandra Earl, Sr Director, Advisory, Gartner

Join this Roundtable Panel Discussion to hear how other organizations have successfully approached communication during times of change. Learn how your peers have tackled communication in challenging change situations, such as organizational transformation, industry change, regulatory change, acquisitions or new leadership appointments. A great opportunity to reflect on change comms in your own organization and ask questions in the moment in this interactive session dedicated to alleviating the tension of change we all face.

Wednesday, May 25, 2022 / 01:30 PM - 02:00 PM EDT

This Is Us: Crafting Social Impact Messages That Build Audience Loyalty

Dean Vitté, Director, Advisory, Gartner

Social impact has spiked as a priority. Forging a connection with crucial audiences through social impact adds tremendous value for organizations. However, many efforts on this front are falling short despite a lot of time and effort. Join this session to learn about:
- The tangible business impact of brand connection
- What "connection" needs to look like today
- Three messaging approaches that build loyalty

Wednesday, May 25, 2022 / 01:30 PM - 02:15 PM EDT

Ask the Expert: ESG Communications

Hillary Plank, Director, Advisory, Gartner

Elizabeth Kilbride, Sr Principal, Research, Gartner

Communications and marketing leaders are stepping into more responsibilities related to telling their organization’s ESG story. Join this session to ask your questions about how to build an ESG narrative, engage audiences beyond investors, work within reporting frameworks and ratings, write audience-centric ESG disclosures, and how to leverage ESG as a brand opportunity.

Wednesday, May 25, 2022 / 02:15 PM - 02:45 PM EDT

Improving Employee Trust Through Executive Communications

Dorian Cundick, VP, Advisory, Gartner

The challenges of the last few years — and those still to come — emphasize the importance of trust for organizational success. Data from a global survey shows employees with high trust in the organization are more likely to stay, put in discretionary effort and/or advocate for their organization. Join to learn how your senior executives can be the key to building back that trust.

Wednesday, May 25, 2022 / 03:00 PM - 03:30 PM EDT

From Acceptance to Active Support: 3 Keys to Audience-Centric Messaging

Hillary Plank, Director, Advisory, Gartner

It’s one thing to get your message across, but it’s quite another to get your audience to actually do anything differently, as a result. This session will underscore how important it is to make your communications all about them, with actionable steps to engaging active supporters who will carry your message forward.

Wednesday, May 25, 2022 / 03:00 PM - 04:00 PM EDT

Workshop: Let's Build Your Next Communications Plan

Patryck Allen, Sr Director, Advisory, Gartner

Learn how to build a succinct, but highly effective communications plan for one of your upcoming changes or announcements, by completing a series of practical workshop exercises that will help you:
- Identify and align to the most relevant business objectives
- Select the right combinations of metrics that enable you to tell a story of what your plan will achieve
- Create an excellent communications plan on a page

**Please come prepared with a project or change in mind that you need to build a communications plan for. This will be used to help make the workshop immediately relevant to your context**

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