Many companies and functions fail to prepare properly for the strategic planning process, but proper information gathering is a critical part of the prep. Karl Schmidt, Practice Vice President, Gartner, shares key ideas from the 2018 Gartner Communications Resource Allocation Benchmarking Survey.
Although 87% of surveyed executives agree that “digital” is a big priority, digitalization can have very different meanings to different leaders. One thing is certain, however, it is no longer just the IT department’s purview - communications leaders have a role to play as the business prioritizes digital.
Measurement is a recurring source of frustration for communications leaders. Not only is it difficult to collect metrics, but it’s even more difficult to understand how those metrics apply to the business. Despite the difficulty, measurement of communication activities remains essential.