Gartner Research

Survey Analysis: U.K. CMOs Sharpen Focus on Customer Experience While Keeping Sight of Profitability

Published: 27 September 2017

ID: G00333738

Analyst(s): Ewan McIntyre

Summary

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.

Table Of Contents

Survey Objective

Data Insights

  • 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
  • Methodology
  • Definitions

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