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

Summary

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

Introduction

Analysis

  • 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

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client