All eyes are on the chief marketing officer (CMO) to deliver revenue growth in a context of disruption and changing customer behavior, according to a recent Gartner poll. Yet respondents report that market uncertainty and new challenges from competitors have the potential to derail their strategic marketing agendas.
“Incumbent brands are struggling to grow as they face more threats to their market share,” says Alexandra Bellis, Senior Principal, Research, Gartner. “B2C firms are faced with new direct-to-consumer (DTC) competitors that are better able to implement and adapt to digital business, while the B2B buying journey is getting more complex as buying groups get larger and bring conflicting needs to the decision-making process.”
CMOs must focus on answering three critical questions: How they’ll drive revenue growth, how they’ll set priorities and how they’ll fill skills gaps.