Marketers snapped into survival mode after the COVID-19 pandemic broke out. They launched crisis-related communications to customers, canceled or delayed campaign launches, reduced contractor head count and halted long-term projects. Five months on, however, their actions are more deliberate and strategic, with an eye to business recovery.
“An important part of the plan for recovery is understanding the environment and building plans aligned to the new economic, social and business realities that emerge over the next 18 to 24 months,” says Ewan McIntyre, VP Analyst, Gartner.
In their responses to the annual Gartner CMO Spend Survey 2020-2021 — which polled 432 respondents in North America, France, Germany and the U.K. between March and May 2020 — marketing leaders reveal optimism tempered with prudence. Eight key findings of the survey offer insights into their budgets, strategies and growth priorities at a time of great upheaval.