Gartner Research

CMO Strategy Survey 2017: CMOs Go All In on Customer Marketing, but at What Price?

Published: 16 August 2017

ID: G00333739

Analyst(s): Simon Yates , Ewan McIntyre , Anna Maria Virzi


CMOs put customers at the core of their strategies, but place less importance on operational excellence and the bottom line. Marketing leaders can use our survey findings, recommendations and lookouts to make the case for a stronger customer focus, balanced with fiscal and executional discipline.

Table Of Contents

Survey Objective

Data Insights

  • Methodology
  • Executive Summary
  • Finding No. 1: CMOs Emphasize Customer Marketing, but Lose Sight of Operational Excellence and the Bottom Line
  • Finding No. 2: Only One-Third of CMOs Say ROI of Total Marketing Spend Is a Strategic KPI
  • Finding No. 3: Only Half of CMOs Say They're Effective at Adopting and Deploying Marketing Technology
  • Finding No. 4: CMOs Face Challenges From Powerful Stakeholders in Finance and IT, Casting Further Doubt on Marketing's Ability to Leverage Tech and Deliver Results
  • Finding No. 5: CMOs Look to Reduce Reliance on Agencies by Bringing Strategy In-House, Which Is at Odds With What Agencies Are Selling
  • Definitions

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