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


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

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.