Gartner Research

CMO Insight: Four Pillars of Customer Experience in Marketing

Published: 26 April 2016

ID: G00301710

Analyst(s): Anna Maria Virzi , Jake Sorofman


Responsibility for the customer experience goes beyond most marketing organizations' remit. The CMO can apply leadership across these four key areas — foundational, strategic, tactical and operational — to ensure that marketing extends its influence in enterprisewide initiatives.

Table Of Contents


What You Need to Know

  • Foundational — Fuel Engagement With Data-Driven Insights
  • Strategic — Set a Clear Path Forward
  • Tactical — Enable Mutually Profitable Experiences
  • Operational — Orchestrate and Optimize Experiences
  • Turning Insight Into Action — Across Channels

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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