Gartner Research

The Five New Rules of Technology-Enabled Sales and Marketing in Consumer Goods

Published: 16 March 2015

ID: G00262885

Analyst(s): Dale Hagemeyer, Don Scheibenreif


With technology permeating every aspect of marketing and sales in the consumer goods industry, it is important for CIOs and IT leaders to understand how each aspect is evolving. We highlight five trends that will define new rules of sales and marketing engagement during the next two to three years.

Table Of Contents
  • Key Challenges



  • Consumers Expect You to Go Direct
  • Effective Retailer Collaboration Must Become More Than Just a Slogan
  • Personalization and Context Cause Wallets to Open
  • Winning in the Marketplace Means Winning at the Shelf
  • IT as Facilitator, Not Gatekeeper
  • Action Plan for CIOs and IT Leaders

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