Gartner Research

Survey Analysis: Marketing Risks Losing Ground in Digital Commerce Leadership

Published: 25 August 2017

ID: G00333852

Analyst(s): Jennifer Polk , Anna Maria Virzi , Ewan McIntyre


Past surveys show marketers' expanded role in digital commerce. But Gartner's 2017 CMO Strategy Survey tells a different tale. Marketing leaders struggle to lead and are more likely to share digital commerce responsibility. Yet, those who lead effectively reap benefits for their company and team.

Table Of Contents

Survey Objective

Data Insights

  • Finding 1: Only 19% of CMOs See Digital Commerce as a Vital Marketing Capability and Only 42% Have Digital Commerce Responsibility
  • Finding 2: Nearly a Quarter of CMOs, 24%, Rate Their Company's Digital Commerce Programs as Ineffective
  • Finding 3: Marketers With Digital Commerce Responsibility Outperform Financially, Set Corporate Strategy and Lead Across Functions
    • Better Company Performance
    • Greater Visibility and Closer Ties to Corporate Strategy
    • Expanded Cross-Functional Leadership Role
  • Finding 4: Marketers Responsible for Digital Commerce Balance Short and Long-Term Goals, Prioritize Customers, Products and Innovation
    • Balance Customer Focus With Product Knowledge and Innovation
    • Drive Long-Term Success, Not Just Short-Term Results
  • Recommended Actions
  • Methodology
  • Definitions

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.