Gartner Research

Winning in the Turns: A CMO Action Guide — How Leading Brands Outperform in Uncertain Times

Published: 28 August 2019

ID: G00433834

Analyst(s): Sally Witzky , Ewan McIntyre

Summary

Successful brands take risks in “the turns,” those places in the enterprise journey where other brands slow down. Turns can be economic, geopolitical, environmental, social or competitive. CMOs must prepare and lead in the turns, building agility into strategy and decision making.

Table Of Contents
  • Opportunities and Challenges
  • What You Need to Do

Insight From the Analyst

  • Winning in the Turns: Uncertainty and Mixed Signals

Executive Overview

  • Turns Come in Many Forms
  • What It Means to Win
  • Strengthening the Core: The Pillars for Success

Research Highlights

  • Pillar 1: Strategy — Prepare to Act Confidently Amid Uncertainty
    • Gartner resources:
    • Actions to take now:
  • Pillar 2: Accelerate Investments in Growth, and Elevate Innovation Funding
    • Gartner resources:
    • Actions to take now:
  • Pillar 3: Talent — Identify and Install Your Team of the Future
    • Gartner resources:
    • Actions to take now:
  • Key Initiatives for Continuous Insight

Related Priorities

Related Resources

  • Webinars

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