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

Summary

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

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