Marketers now have a seat at the executive table and with that seat comes significant accountability for growing the business. 73% of marketers own or share a P&L, according to the Gartner CMO Spend Survey 2015-16. To succeed, marketers must embark on a hero’s journey to master customer experience and drive growth.
“Marketers are sitting at the epicenter of growth between the organization and the customer,” noted Yvonne Genovese, group vice president, Gartner for Marketing Leaders, as she opened the 2016 Gartner Digital Marketing Conference. “You have the 360 degree view of the customer that no one else has,” she told the audience of digital marketing leaders.
Leverage data and analytics
Martin Kihn, research vice president, grounded the marketer’s journey by declaring that the era of “going from the gut is finally over.” More than two-thirds of the marketers in Gartner’s recent data-driven marketing survey said that “most” of their marketing decisions are going to be based on hard data and advanced analytics by next year.