In a recent Gartner survey, 90% of marketing leaders agreed that the marketing function needs to be more adaptive to shifts in customer needs, but many struggle to achieve that adaptability — which requires marketers to deliberately modify current capabilities in pursuit of strategic loyalty objectives.
At present, 66% of marketing leaders say their marketing function struggles to meet customer demands — which is especially troubling given that 87% say they expect shifts in customer needs to become more commonplace in the next two years.
In this environment, adaptability provides the quickness and flexibility needed to capture new opportunities while maintaining the rigor and long-term outlook of strategic commitment. “But the most adaptable marketers don’t do different things; they do things differently,” says Cassandra Nordlund, Director, Advisory, Gartner. “In particular, they listen differently and they plan differently.”