Gartner Research

CMO Perspective: Evangelizing Marketing in the Enterprise

Published: 14 April 2016

ID: G00301451

Analyst(s): Christopher Ross

Summary

Communicating marketing's impact to internal constituents can be nearly as important as delivering results. CMOs must establish an effective means of evangelizing marketing's value to the company to grow influence, strengthen internal support and demonstrate marketing's business benefit.

Table Of Contents

Upshot

What You Need to Know

  • Effective Internal Communication Is Core to CMO Success
  • CMOs Must Clearly Define and Prioritize Constituents and Narratives
  • CMOs Must Be Proactive and Consistent in Their Communication

Analysis

  • Seven Steps to Effective Evangelizing
  • Four Traps to Avoid

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team
  • Priority Actions for Your Peers

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