CX continues to be front and center in U.K. marketing plans, but it must be matched with a focus on results. Marketing leaders should take note of Gartner's 2017 CMO Strategy Survey that uncovers how U.K. CMOs' programs, resources and relationships are shaping customer-focused marketing strategies.
- Executive Summary
- Finding 1: U.K. Marketers "Place Their Bets" on the Customer With Strategies Focused on CX and Customer-Orientated Innovation
- Finding 2: Customer Metrics Matter for U.K. Marketers, but (Profitable) Conversion Is King
- Finding 3: U.K. CMOs Lead Customer-Driven Innovation Programs With Confidence
- Finding 4: Strong Support From Sales and the C-Suite Bolsters U.K. Marketing Strategies — but Elsewhere, Bridges Need to Be Built
- Finding 5: Strategy Heads In-House — Over 60% of U.K. CMOs Look to Their Agencies to Execute or Plug Resource Gaps Only
- Recommended Actions:
- Finding 6: The Martech Skills Gap — U.K. CMOs Spend 27% on Tech, but Only Half Say They're Effective at Acquisition and Management
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