Published: 28 August 2019
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.
Included in Full Research
- Opportunities and Challenges
- What You Need to Do
- Winning in the Turns: Uncertainty and Mixed Signals
- Turns Come in Many Forms
- What It Means to Win
- Strengthening the Core: The Pillars for Success
- 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