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

Summary

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

Upshot

What You Need to Know

Analysis

  • 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

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