Gartner Research

CMO Strategy Survey 2017: Marketers Track Many Metrics, but Risk Overlooking What Matters Most to the Business

Published: 02 October 2017

ID: G00333397

Analyst(s): Anna Maria Virzi , Christi Eubanks

Summary

Marketing leaders track and rely on diverse metrics, from channel performance to customer experience indicators. Use this research to focus on the key performance indicators that demonstrate marketing effectiveness and support long-term profitable growth.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Nearly half of CMOs lack confidence in their team's ability to use marketing and customer analytics effectively, necessitating investments in new hires and reskilling existing employees
  • CMOs lack consensus on what metrics should top the list of strategic KPIs, tracking what's available and immediate, but potentially missing the big picture
  • Nearly 40% of CMOs track one or more marketing metrics in real time or daily, potentially leading to an uneven emphasis on short-term activities over long-term strategies

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