Gartner Research

CMO Perspective: How CMOs Can Reboot Business Models to Drive New Growth

Published: 06 October 2016

ID: G00310688

Analyst(s): Jake Sorofman, Christopher Ross


Many CMOs are expected to play a key role in defining and driving growth strategies through business model innovation. Use three lenses to rethink business model assumptions, create new sources of value for customers and capture new sources of profitable revenue.

Table Of Contents


What You Need to Know


  • Lens 1: Levers of a Business Model
  • Lens 2: Practices for Business Model Innovation
  • Lens 3: Patterns for Business Model Innovation
    • Direct to Consumer
    • Monetizing Customer or Audience Data
    • Marketplace
    • Untethering
    • Vertical Integration
    • Unbundling
    • As-a-Service
    • Freemium

What You Need to Do

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

Gartner Recommended Reading

©2021 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

Learn how to access this content as a Gartner client.